This day in search marketing history: March 16 – Search Engine Land

Google Univeral Analytics: The beginning of the end

In 2022, Google announced its plan to deprecate Universal Analytics on July 1, 2023. (That’s 106 days from today.)

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

Why was Google making the switch to Google Analytics 4? Because it didn’t rely on cookies and used an event-based data model for measurement.

• “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. This measurement methodology is quickly becoming obsolete.”

Google also announced that Universal Analytics 360 properties would stop processing hits on Oct. 1, 2023. But on Oct. 27, 2022, Google announced it was delaying that sunset date to July 1, 2024.

Also on this day

Google business profile reviews posting bugs should be resolved soon

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