{"id":23756,"date":"2022-05-10T22:10:42","date_gmt":"2022-05-10T20:10:42","guid":{"rendered":"https:\/\/www.makingscience.com\/?p=23756"},"modified":"2022-05-10T22:10:42","modified_gmt":"2022-05-10T20:10:42","slug":"google-sets-july-2023-as-the-end-date-for-universal-analytics","status":"publish","type":"post","link":"https:\/\/www.makingscience.com\/us\/blog\/google-sets-july-2023-as-the-end-date-for-universal-analytics\/","title":{"rendered":"Google sets July 2023 as the end date for Universal Analytics"},"content":{"rendered":"<p>Recently, Google announced in their that <strong>Universal Analytics will stop working as of July 2023, as it will be replaced by Google Analytics 4 (GA4).<\/strong> This new version was designed to adapt to a digital ecosystem that is more respectful of user privacy &#8211; cross-platform and cross-device.<\/p>\n<p>In a recent post on the company blog, Russell Ketchum, director of product management for Google Analytics, explained:<\/p>\n<p>\u201cUniversal Analytics was designed for a generation of online measurement anchored in desktop websites, separate sessions, and data tracking via cookies. But this form of measurement has become obsolete. Google Analytics 4 operates across platforms, does not rely exclusively on cookies, and uses event-based data models for user-centric measurement.\u201d<\/p>\n<p><strong>Here are the main changes and advantages provided by GA4 compared to the current Universal Analytics:<\/strong><\/p>\n<ul>\n<li aria-level=\"1\"><strong>New privacy controls <\/strong>to minimize data collection at the user level.<\/li>\n<li aria-level=\"1\"><strong>More integrations and metrics.<\/strong><\/li>\n<li aria-level=\"1\"><strong>A complete view of the customer lifecycle, <\/strong>with an event-based measurement model that is not divided by platform.<\/li>\n<li aria-level=\"1\"><strong>Use of machine learning to generate predictive insights <\/strong>on user behavior and conversions. Audiences can be created of users who are likely to buy or abandon.<\/li>\n<li aria-level=\"1\"><strong>Default data-driven attribution model <\/strong>and the option to obtain predictive insights on user behavior and conversions.<\/li>\n<li aria-level=\"1\">GA4 will no longer <strong>store <\/strong><strong>user IP addresses; instead, it will switch<\/strong> to using anonymized IP addresses.<\/li>\n<\/ul>\n<p>It&#8217;s time (as it has been for a few months!) to configure Google Analytics 4 as soon as possible. In this way, you can generate the necessary historical data before Universal Analytics stops processing new hits.<\/p>\n<blockquote><p>Don&#8217;t get left behind! If you still haven&#8217;t migrated to Google Analytics 4, our team of experts can help. Get in touch with us at <a href=\"mailto:info@makingscience.com\">info@makingscience.com<\/a> or by visiting <a href=\"https:\/\/www.makingscience.com\/contact\">makingscience.com\/contact<\/a>. We&#8217;ll be waiting to hear from you! ?<\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>Recently, Google announced in their that Universal Analytics will stop working as of July 2023, as it will be replaced by Google Analytics 4 (GA4). This new version was designed to adapt to a digital ecosystem that is more respectful of user privacy &#8211; cross-platform and cross-device. In a recent post on the company blog, [&hellip;]<\/p>\n","protected":false},"author":23,"featured_media":21703,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[176,200],"tags":[354,541,672],"class_list":["post-23756","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-adtech","category-data","tag-ga4-2","tag-gmp","tag-google-marketing-platform-3"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/posts\/23756","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/users\/23"}],"replies":[{"embeddable":true,"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/comments?post=23756"}],"version-history":[{"count":0,"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/posts\/23756\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/media\/21703"}],"wp:attachment":[{"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/media?parent=23756"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/categories?post=23756"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/tags?post=23756"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}