It's been some time since the release of the new generation of Google Analytics, but many companies continue to use the tried-and-tested Universal Analytics. But that's over now: In March, Google officially announced the discontinuation of Universal Analytics, effective July 1. From then on, older versions of Google Analytics will no longer be able to process data. Universal Analytics will thus finally be replaced by Google Analytics 4 (or "GA4" for short).
So if you haven't switched to Google Analytics 4 yet, I recommend you read on carefully...
What is special about Google Analytics 4?
The biggest advancement in Google Analytics 4 compared to Universal Analytics is band data the use of machine learning and artificial intelligence, which leads to improved data processing, new insights, and accurate predictions. GA4's data model is centered around the customer journey, enabling better audience segmentation and improved campaign analytics. GA4 also offers enhanced data protection controls to comply with GDPR regulations.
And what happens then with Universal Analytics?
What happened after July 1, 2023, is that the predecessor, Universal Analytics, can no longer collect new data . Your existing data won't simply disappear, but it will also only be visible until about the end of the year. Therefore, you should definitely export this data promptly to avoid losing it.
However, this only applies to the standard properties of Universal Analytics – if you also have Universal Analytics 360 properties, the processing period does not end until July 1, 2024 .
The possible applications of GA4
Better understand customer behavior in the customer journey
Track specific events and measure conversions
Segment target groups more precisely for personalized marketing campaigns
More effective campaign analyses through integration with Google Ads
Improved data protection with automatic IP anonymization
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