Google to Sunset Universal Analytics – What This Means for Your Business

Universal Analytics is a Google Analytics feature that allows you to track the activity of your website’s visitors across devices and browsers. This means you can see how your website performs across different devices, browsers, and operating systems. However, on July 1, 2023, Google will be sunsetting Universal Analytics, which means that the analytics service will be discontinued on July 1, 2023. 

Google is sunsetting Universal Analytics since the measurement methodology (using cookies) is quickly becoming obsolete. This means that businesses using Universal Analytics will no longer be able to access data collected through the service. Therefore, companies need to plan for the eventual shutdown of Universal Analytics to ensure that their data is properly captured and managed.

If you’re currently using Universal Analytics, your website will continue to collect data and report information in Universal Analytics until July 01, 2023. After this date, you will no longer be able to process new data through Universal Analytics. To continue tracking website activity and reporting insights, you must migrate to another analytics tool.

With the impending sunset of Universal Analytics, businesses will need to find a replacement for tracking website traffic. The best option to migrate is Google Analytics 4(free tool). 

Features of Google Analytics 4:

1. Data-driven attribution.

2. Machine learning models.

3. Search console integration.

4. Export to BigQuery is entirely free for GA4 properties.  

While Universal Analytics is a great tool, it is shutting down on July 1, 2023. You will need to replace it with another solution like Google Anlaytics4. If you haven’t set up your GA4 properties yet, now is a good time to commence. Although we have more than a year as of this moment, configuring GA4 now will start the metrics monitoring process right away, delivering all of the historical data you need so you don’t have to hunt for it.

Need help with Google Analytics 4?

We can get you up and running with Google Analytics 4 as well as train your and your team to use it effectively. Reach out to us for more details.

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