Google to End Support for Universal Analytics in 2023

Google to End Support for Universal Analytics in 2023

Google recently announced to end support to Universal Analytics amid extending support to GA4 from July 1, 2023.

As per the announcement, Google Universal properties will stop recording new data from July 1, 2023, and Universal Analytics 360 from October 1, 2023.

Any previous data in Universal Analytics will be stored for six months after the deprecation dates.

Google has elaborated on its support page as to why will it replace the good old Univeral Analytics with GA4,

Google Analytics 4 is our next-generation measurement solution, and it’s replacing Universal Analytics. On July 1, 2023, standard Universal Analytics properties will stop processing new hits. If you still rely on Universal Analytics, we recommend that you prepare to use Google Analytics 4 going forward.

In addition to this, Google also mentioned that the Google Analytics 4 will offer more privacy protection which is one of the most crucial aspects when come to web users,

“It helps businesses meet evolving needs and user expectations, with more comprehensive and granular controls for data collection and usage. Importantly, Google Analytics 4 will also no longer store IP addresses. These solutions and controls are especially necessary in today’s international data privacy landscape, where users are increasingly expecting more privacy protections and control over their data.”

This news created quite a buzz in the SEO community around the world. SEOs took it to Twitter to share their reactions,

So, if you are one of those who have been ignoring the GA4 property, now is the time you start configuring your GA4.

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Google to End Support for Universal Analytics in 2023