Google Analytics (Universal) now has an expiration date

Google Universal Analytics will be available until July 2023 Due to the initiatives of various countries, states, and companies in recent years aimed at blocking the use of cookies, Google, Facebook, and other platforms have developed tools to mitigate this problem and continue to provide advertising services to their advertisers.

Among these initiatives, we can mention offline conversion measurement, the launch of Google Analytics 4 (GA4), Facebook’s conversion API, and more. All of these solutions aim to address the cookie issue in this new era of privacy.

A few days ago, Google announced that it will stop supporting its Universal Google Analytics platform, thus ending a cycle of several years of providing services through this powerful digital measurement platform.

What will happen?

Universal Analytics will continue to capture data until July 1, 2023. After this date, you will only be able to access reports that were processed previously for a period of 6 months. This means that starting in January 2024, you will no longer be able to access the information stored on this platform.

Google recommends exporting/downloading reports in PDF, CSV, XLS, or other formats.

How should I measure my web traffic from now on?

Google Analytics 4 (better known as GA4) is the next-generation digital measurement solution that will completely replace the previous version (Universal Analytics).

It is advisable to start the migration process as soon as possible, as there will be no possibility of “moving historical data” from one platform to the other.

If your company needs assistance with this migration, we at Resultics are ready and equipped to help you.