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  • Writer's pictureLachlan Brown

Google to Sunset Universal Analytics in July 2023

Google will be sunsetting Universal Analytics on July 1, 2023. This means that after this date, all properties using Universal Analytics will no longer be able to collect data or receive updates. If you can afford to pay $150k for a 360 license, there's an "extension" until July 2024, but only for renewals. Any new 360 licenses at this point are only offered for GA4.

Google has been working to improve and enhance the data collection and analysis capabilities of Google Analytics for some time now. As a result, all users need to migrate to Google Analytics 4 (GA4), which offers a number of new features and benefits. Namely GA4 can:

  • Track users across Mobile Apps and Websites in a single property, is

  • Built with privacy legislation and technology in mind, and

  • Offers a free daily export to Google BigQuery, which as we cover in another post, is a must-have for GA4 users.

The migration process is relatively straightforward and we encourage you to start the process as soon as possible to ensure a smooth transition. Our team is here to help with any questions or concerns you may have.

We understand that change can be difficult, but we believe that GA4 will offer a better experience for all users and we look forward to continuing to work with you to improve your data analysis and website performance.

Please reach out to our team for more information on how to migrate to GA4 and take advantage of the new features and benefits it offers.

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