Google has recently announced they will be discontinuing Universal Analytics (UA) from the 1st July 2023. This shift away from the platform encourages users to migrate to their newest web analytics service, Google Analytics 4 (GA4).
Per the announcement it states:
“All standard Universal Analytics properties will stop processing new hits on July 1, 2023.”
The impacts of this announcement includes:
Until July 1, 2023, you can continue to use and collect new data in your Universal Analytics properties.
After July 1, 2023, you will only be able to access your historical data in your Universal Analytics property for at least six months. During this time we can export data from reports.
Google will soon provide a future date for when existing Universal Analytics properties will no longer be available.
With your current UA and GTM setup we have an opportunity to review and migrate your web tracking over to the GA4 platform. Some notable benefits introduced with the new platform include:
On an event-driven model, this service is built to provide smarter insights to improve your marketing decisions and get better ROI.
GA4 offers compatibility between web and mobile into a single application, instead of having two measurement platforms (UA and Firebase).
Machine Learning capabilities embedded in its core allows for predictive metrics and data driven attribution.
We have successfully migrated other clients over to GA4, and we strongly recommend you also migrate soon. If you would like more information regarding the GA4 migration process, please contact ➤ ROAM customer success team for more information.