Google to sunset Universal Analytics on July 1, 2023, in favor of Google Analytics 4

It’s time for search marketers to shake off the inertia and adopt Google Analytics 4.

Chat with SearchBot

Google will deprecate Universal Analytics next year, the company announced. Universal Analytics properties will stop processing new hits on July 1, 2023, and Universal Analytics 360 properties will stop processing hits on October 1, 2023.

Update, Oct. 27, 2022: Google announced it is delaying the sunset date for Universal Analytics 360 properties to July 1, 2024.

Previously processed data in Universal Analytics will be stored for at least six months after the deprecation dates listed above.

New reports within Google Analytics 4.
New reports within Google Analytics 4. Image: Google.

Why Google is making the switch. “Universal Analytics was built for a generation of online measurement that was anchored in the desktop web, independent sessions and more easily observable data from cookies,” Russell Ketchum, director, product management at Google, said in the announcement. “This measurement methodology is quickly becoming obsolete.”

Google Analytics 4 (GA4) 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 brands stay on the right side of privacy regulations.

A brief history of Google Analytics 4. GA4 was released in October 2020 with the promise of predictive insights, deeper integration with Google Ads and cross-device measurement capabilities. Since then, the company has made the following updates to its new flagship analytics platform:

Why we care. If you haven’t set up your GA4 properties yet, now is the time. Even though we have well over a year, configuring GA4 now will enable it to start tracking the metrics you care about so that historical data is there when you need to reference it.

This is also something of a wake-up call: Many search marketers have been dragging their heels when it comes to adopting GA4. In just over 15 months from now, that will no longer be an option, so the more familiar you get with GA4’s interface and capabilities, the better equipped you’ll be to handle the transition for your brands.

RELATED: How to get started in Google Analytics 4

Get the daily newsletter search marketers rely on.

Contributing authors are invited to create content for Search Engine Land and are chosen for their expertise and contribution to the search community. Our contributors work under the oversight of the editorial staff and contributions are checked for quality and relevance to our readers. The opinions they express are their own.

About the author

George Nguyen
George Nguyen is the Director of SEO Editorial at Wix, where he manages the Wix SEO Learning Hub. His career is focused on disseminating best practices and reducing misinformation in search. George formerly served as an editor for Search Engine Land, covering organic and paid search.

Get the must-read newsletter for search marketers.