Google plans to stop processing any data through Universal Analytics from the 1st of July 2023. However, if you use the enterprise version of Google Analytics, you will get an extra three months of data processing – until October 1st, 2023.
After which GA4 will be the go-to analytics for website and app monitoring.
Why is Google deprecating Universal Analytics?
Universal Analytics relies on cookie based data collection, and the internet, according to Google, has evolved past using cookie-based data collection.
By utilising event based tracking Google can pull data from multiple sources, be they websites, Android apps, or iOS apps – making it “future-proof”
Another big reason for the sudden deprecation is compliance. GDPR and POPIA have required Google to be more privacy conscious about user data. GA4, unlike UA, will no longer store IP addresses.
Previously processed data in Universal Analytics will remain available for at least six months after Google stops collecting data.