Google to sunset Universal Analytics on July 1, 2023, in favor of Google Analytics 4 – Search Engine Land

Google will deprecate Universal Analytics next year, the company announced Wednesday. 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.

Previously processed data in Universal Analytics will be stored for at least six months after the deprecation dates listed above.

Why Google is making the switch. “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.”

Google Analytics 4 (GA4) differs from its predecessor in that it operates across platforms, doesn’t rely on cookies and uses an event-based data model for measurement. It also does not store IP addresses, which can help brands stay on the right side of privacy…

Read Full Story: https://searchengineland.com/google-deprecate-universal-analytics-on-july-1-2023-382648

The post Google to sunset Universal Analytics on July 1, 2023, in favor of Google Analytics 4 – Search Engine Land first appeared on SEO, Marketing and Social News | OneSEOCompany.com.

source: https://news.oneseocompany.com/2022/03/16/google-to-sunset-universal-analytics-on-july-1-2023-in-favor-of-google-analytics-4-search-engine-land_2022031616140.html

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