On the 1st July 2023, standard Universal Analytics (GA3) services provided by Google will no longer process data. You'll be able to see your Universal Analytics reports for a period of time after July 1, 2023. However, new data will only flow into Google Analytics 4, the new analytics solution provided by Google.

Why Is This Change Taking Place

Universal Analytics was created to provide analytics and measurement of a website which was centered around the web for desktop, independent sessions and more easily observable data from cookies.

This method of measurement is quickly becoming obsolete whereas Google Analytics 4 operates across platforms and does not rely exclusively on cookies, instead using an event-based data model to deliver user-centric measurement.

What You Need To Know

Universal Analytics will stop processing data on the 1st July 2023.

You will be able to view Universal Analytics data up until the 1st October 2023.

Any historical data which needs to be retained can be expported.

If you are currently using Universal Analytics, you can create a Google Analytics 4 property to your existing setup.

Google Analytics 4 is a new product, not an upgraded version of Universal Analytics.

If you are an existing Digital Chimps client, we will make this change for you and will update you once the change has been applied.


What Are The New Features

Smarter marketing insights using machine learning.

Deeper Integration with Google Ads.

Customer-centric measurements with deeper insights into customer life cycles.

New data controls on how data is collected, retained, and shared.

Our Take

Google Analytics 4 or GA4 has new features which promises to expand your understanding of user journeys, but has also been built to work with advanced data management and privacy controls. Because Google Analytics 4 is able to work with or without cookies, any changes to privacy regulations won’t affect your analytics.

Every business, agency or organisation is increasingly relying on data which is coming from an increasing number of sources; website, app or social media This the new version of Google's Analytics will make this easier to manage while improving your ability to improve your marketing and your services to customers.