Google to Phase out Universal Analytics In 2023

Google to Phase out Universal Analytics In 2023-01

According to the latest announcement by Google, Universal Analytics will be phased by next year.

On July 1, 2023, Universal Analytics properties will cease to process new hits, while Universal Analytics 360 properties will discontinue to process hits on October 1, 2023. After the deprecation dates stated above, previously processed data in Universal Analytics will be kept for at least six months. In addition to this, Google also mentioned that the Google Analytics 4 will offer more privacy protection.

Google has explained in a blog post that Google Analytics 4 (GA4) is different from its predecessor as it works across platforms. It doesn’t require cookies, and measures data using an event-based data model and not keep IP addresses.

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