Google announced that it will deprecate Universal Analytics by mid 2023. Universal Analytics properties will stop processing new hits on July 1, 2023, and Universal Analytics 360 properties will stop processing hits on October 1, 2023.
Why is Google Deprecating Universal Analytics?
According to Google:
“Universal Analytics was built for a generation of online measurement that was anchored in the desktop web, independent sessions and more easily observable data from cookies,” Russell Ketchum, director, product management at Google, said in the announcement. “This measurement methodology is quickly becoming obsolete.”
Are you ready?
Although you still have over a year to set it up, configuring GA4 now will allow you to start tracking the metrics important to your business so that historical data is there when you need it.
If you have questions or need support in setting up GA4, get in touch.
