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Google Announces End to Universal Analytics

Beware the Ides of March! Google announces end to Universal Analytics .

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

Google explained the timeline as follows:
•Until July 1, 2023, you can continue to use and collect new data in your Universal Analytics properties.
•After July 1, 2023, you’ll be able to access your previously processed data in your Universal Analytics property for at least six months. We know your data is important to you, and we strongly encourage you to export your historical reports during this time.
•In the coming months, we’ll provide a future date for when existing Universal Analytics properties will no longer be available. After this future date, you’ll no longer be able to see your Universal Analytics reports in the Analytics interface or access your Universal Analytics data via the API.

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