Google replaces Universal Analytics with Google Analytics 4

Google will phase out Universal Analytics and replace it with Google analytics 4, as their next-generation measurement solution. 

The changes will come into effects starting from 1 July 2022, as Universal Analytics properties will stop processing new hits. 

“If you still rely on Universal Analytics, we recommend that you complete your move to Google Analytics 4,” adds the company.  

In a blog post Google said, “Now’s the time to create a new Google Analytics 4 property and ensure that your setup is complete. If you haven’t started collecting data in your Google Analytics 4 property, you should do so now. This will allow you to gather the historical insights that you need to measure your results over time when Universal Analytics stops processing hits. If you are already collecting the data that you need in Google Analytics 4, you should ensure that your remaining setup is complete.” 

The company said users can continue using the universal analytics for now to collect data. 

“You can continue to use and collect new data in your Universal Analytics properties until 1 July 2023. After that, you will be able to access your previously processed data in Universal Analytics for a period of at least six months. We know your data is important to you and we strongly encourage you to export your historical reports during this time.”

Google said they will communicate further in the coming weeks and months on what will happen next.

In the coming months, we will provide a future date for when we will fully sunset Universal Analytics. On this sunset date, you will no longer be able to see your Universal Analytics reports in the Analytics interface or access your Universal Analytics data via the API.

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