Google will discontinue Universal Analytics on July 1, 2023. All standard Universal Analytics properties will no longer process new hits after July 1, 2023.

All default Universal Analytics properties will no longer process new hits after July 1, 2023

Two and a half years ago, the new Google Analytics 4 was introduced to meet modern web analytics and data privacy requirements and help businesses be more successful.

Google Analytics 4 provides the flexibility to measure many different types of data and delivers a strong and privacy-compliant analytics experience.

Without modern web analytics, you’re missing out on important insights that can impact your business. So now is the time to make Google Analytics 4 your cross-platform analytics solution.

Focus on data protection

Google Analytics 4 focuses on privacy to provide a better user experience for both businesses and their customers.

Google Analytics 4 will no longer store IP addresses. This solution is necessary in today’s data protection landscape, where users increasingly expect more privacy and control over their data.

What you should do now

All standard Universal Analytics properties will no longer process new data after July 1, 2023. After that, you will still be able to access your previously processed data in Universal Analytics for at least six months.

It is now time to create a new database. Migrate to Google Analytics 4 as soon as possible to build up the required historical data before Universal Analytics stops processing new hits.

Using Universal Analytics and Analytics 4 in parallel over the next few months gives you enough time to gain experience with the new analytics platform and ensure a stress-free transition.

The most important changes in Google Analytics 4

Google Analytics 4 was developed with the most important goals of most companies in mind:

  1. Promotion of sales or app installations
  2. Generation of leads
  3. Linking online and offline customer engagement

Get a complete view of the customer lifecycle with an event-based measurement model that is not fragmented by platform or divided into independent sessions.

With the new privacy controls, you can manage and minimize the collection of user-level data – such as cookies and metadata – while maintaining important measurement capabilities.

Machine learning in Google Analytics 4 delivers sophisticated predictions about user behavior and conversions, creates new audiences of users who are likely to buy or churn, and automatically provides you with key insights to improve your marketing.


Advanced integrations with other Google products, such as Google Ads, work across your combined web and app data, so you can easily use Analytics insights to optimize your campaigns.

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