Google Analytics is disappearing after more than a decade in the market, with Google making new changes to the web tracking standard. Google has confirmed the news of ending support for Universal Analytics and moving to a new standard called Google Analytics 4 or GA4 starting July 1, 2023.
Analytics has become the go-to platform for business websites to monitor growth, traffic, and other demographics for their product.
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Google says GA4 was released in December 2020, giving the company and the company plenty of time to fix any issues before making it proprietary for that purpose.
“Google Analytics 4 is our next-generation measurement solution and replaces Universal Analytics. On July 1, 2023, Universal Analytics standard properties will stop processing new calls. If you still rely on Universal Analytics, we recommend that you prepare to use Google Analytics 4 in the future,” Google informed of the change via this blog post this week.
So until July 1, 2023, Universal Analytics can be used to collect new data. After that, you will be able to access data processed in UA for at least six months. Google will share a future date as to when UA will no longer be available to people. So, Google suggests users to use the six-month time frame to export their reports from the UA standard.
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Google also helps businesses determine whether their operations are UA-centric or GA4-centric. It states that any property created before October 14, 2020 uses UA, while properties created after that date are already on the GA4 standard.
Since the change is being made after many years, it is likely that website owners will have some inconvenience in embracing the change.
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But chances are Google will give them enough space and support to make sure the transition goes smoothly and without incident.
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