If you have been living under a rock, then you may not be aware that Google’s Universal Analytics will be obsolete come July 1, 2023, which means we can say goodbye to Universal Analytics 360 as well shortly after (October 1, 2023).
But why the sudden shutdown?
As we move further and further away from cookies and the desktop, Universal Analytics just does not make sense any longer. We need analytics that are easily operable across platforms and focused on event-based data, which is exactly why Google is making the shift to Google Analytics 4, which by the way, if you have not already configured yet, you really should.
Here is why Google Analytics 4 (GA4) is going to be a game changer:
- New Google Analytics 4 home page
- New Search Ads 360 integration
- Links between GA4 and Google Search Console
- Machine learning models
- Other valuable GA4 updates
If you are worried about collecting data from Universal Analytics there is no need to fear, you can access stored data up to six months after the Google Analytics shutdown.
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