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Here’s what you need to know regarding Google’s announcement about sunsetting Google Universal Analytics in 2023.

What?

Google is sunsetting (aka: ending) the widely popular Universal Google Analytics which was first launched in October of 2012 and suggesting all of its users move onto its newest iteration, Google Analytics 4, which was first launched in October of 2020.



You can read Google’s official article about it here.

When?

After July 1st, 2023, No new data will be processed on Universal Google Analytics.

IF you have Universal Google Analytics 360 (this is the paid version of Google Analytics for Enterprise Users), you get an extension until October 1st, 2023.

Why?

Google Analytics 4 is the future!

It’s moving away from:

• Using/relying on cookies to collect data

• Solely desktop web

• Storing IP addresses

GA4 features:

• Cross platform capability for a world now built with mobile, apps, and desktops in mind

• Added privacy protections

• Touchpoint insights

• Valuable and actionable data due to machine learning

• Event/activity focused, rather than last click focused

• Increased data governance for enterprise accounts with Google Analytics 360

What Does this Mean?

After those dates, no new data will be processed, and previously processed data will remain available for 6 months.

Next Steps?

Get Google Analytics 4 setup and running! Here’s a couple of options:

101 Level

(Time investment: 10 Minutes. All you need - Google Tag Manager)

If you already have a Google Analytics Account you can simply set this up as a new property rather than an entirely new account. Here is the step by step guide on how to do that here.

You can run Google Analytics 4 alongside your current Universal Analytics property without issue in the interim. The easiest way to do this, is by adding it from within Google Tag Manager. Google has a handy step by Step Guide for this here.

More Advanced Level

Now, if you want to not just set up your account, but actually import a lot of your settings, Google breaks down this new setup process into 12 steps. Follow this guide by Google to make the switch to Google Analytics 4 today. 

Want to Know More?

You can read further details on Google’s website here.

This article has more information about the implications of this change.