Universal Analytics will be replaced by Google Analytics 4 in Summer 2023.

On 1 July 2023, the previous standard Google Universal Analytics will cease to exist and will be replaced by the new Google Analytics 4.

Until this date, users can continue to collect new data in Universal Analytics properties. After this point, users will be able to access previously processed data in the Universal Analytics property for circa six months to 1st October, but new data will not be collected. Therefore, it is strongly encouraged to export historical reports before the cut off point on 1st July.

This represents the most significant change to the Google Analytics platform since 2012, when Universal Analytics was introduced. Retiring this default property type will impact most users of the platform. It is also the most widely supported and integrated property type. Whereas the newer Analytics 4 property type currently comes with fewer reports and fewer useful views; these have to be configured by users.

Google Analytics 4 differs from its predecessor in that it operates across platforms, doesn’t rely on cookies, and uses an event-based data model for measurement. It also does not store IP addresses, which can help organisations adhere to privacy regulations, such as the GDPR.

To check which version of Google Analytics you are using, look at the ID of a property.
• Universal Analytics starts with UA- and ends with a number (UA-XXXXXXXXX-1).
• Analytics 4 only has numbers (XXXXXXXXX).

For further information or support, please contact us.