What’s Happening To Google Analytics?
On March 16, Google announced the end of Google Analytics as we currently know it. All “Universal Analytics” properties are being deprecated, and Google Analytics 4 is set to become the new standard.
It’s a shocking move, but not entirely unexpected, if you’ve been paying close enough attention.
In July 2019, Google announced a new way to measure engagement and in Oct 2020 they officially named GA4 and introduced it as the future of Google Analytics.
GA4 was set as the default experience for new properties being created, and it was only a matter of time before Universal Analytics was sent to the infamous Google Graveyard.
When is Google Analytics Going Away?
With such a massive change, Google had to provide a lengthy runway for businesses to prepare. Essentially, you have just over 1 year until data stops being recorded, and 6 more months until it’s deleted.
Today – No change to how Google Analytics operates.
July 1, 2023 – All Universal Analytics properties will stop processing new hits (Oct 1 for Analytics 360 properties)
As soon as Jan 1, 2024 – Access to your previously processed data may be removed.
What is Google Analytics 4?
In short, GA4 is Google’s answer to recent shifts in consumer behavior and privacy concerns. It’s ditching cookies, no longer storing IP addresses, and provides a better way to monitor and evaluate the impact of your marketing efforts across platforms.
GA4 is the future of Google Analytics (and soon to be the only option).
What This Means For You
This is a very big deal.
While it seems a ways away, you need to set up GA4 immediately if you haven’t already. Google Analytics (in any form) is most valuable when compared to historical data. Is traffic going up or down? Are users converting more or less? Which direction is your site (and your business) trending?
You don’t want to wait until GA3 dies to install GA4 because you’ll be starting with a blank slate.
Set up GA4. Get used to the new interface. Prepare for the loss of your Universal Analytics data. Stay ahead of the game, and your competition.