Google will discontinue regular Analytics on July 1, 2023 in favor of Google Analytics 4

Google will abandon commonplace Analytics next 12 months introduced Wednesday. Common Analytics functions will prevent processing new hits on July 1, 2023, and time-honored Analytics 360 residences will stop processing hits on October 1, 2023.

Pre-processed facts in frequent Analytics may be stored for as a minimum six months after the above expiration dates.

Why Google is converting. “usual Analytics become built for a generation of net-primarily based web metrics, unbiased periods, and greater effortlessly observable cookie records,” said Russell Ketchum, director of product control at Google, in a declaration. “This size technique is quickly turning into obsolete.”

Google Analytics 4 (GA4) differs from its predecessor in that it runs on a ramification of platforms, does no longer rely upon cookies, and makes use of an occasion-primarily based information version to measure it. It also does not shop IP addresses, which can help manufacturers stay on the right side of privacy regulations.

A quick history of Google Analytics four. It turned into GA4 released October 2020 with the promise of predictive insights, deeper integration with Google ads and inter-tool metering abilities. Considering then, the organisation has accomplished the following updates to its new leading analytics platform:

Why we care. if you haven’t set your GA4 features yet, now could be the time. Although we have extra than a yr at our disposal, the GA4 configuration will now permit you to start monitoring measurements which are vital to you, so that historical data might be to be had while you want to refer to them.

It’s additionally a sort of wake-up call: many marketers are dragging their heels on the subject of adopting GA4. In a little over 15 months, this may now not be an option, so the extra acquainted you’re with the GA4 interface and skills, the better ready you may be to handle the transition in your manufacturers.

associated: Getting began with Google Analytics 4

about the author

George Nguyen is the editor for search Engine Land, which covers organic and paid search. His historical past is in journalism and content material marketing. Previous to getting into the enterprise, he labored as a radio persona, creator, podcast host, and public college instructor.