Skip to main content


Google’s Universal Analytics Is Disappearing: How It Impacts You


In March, Google announced all Universal Analytics (UA) properties will stop processing data on July 1, 2023, and Google Analytics 360 properties (GA360) will stop on October 1, 2023. The alternative? Google Analytics 4 (GA4) is a more robust analytics platform that Google launched in 2020.

What makes GA4 different than UA?

There are several ways that GA4 differs from UA. The main differences are:

  • UA can only track web properties, whereas GA4 can track data across websites and apps
  • GA4 doesn’t rely on cookies for tracking
  • UA’s data model is based on sessions, while GA4’s is based on events
  • GA4 doesn’t keep IP addresses, which helps with privacy requirements

Here’s Google’s explanation of the differences.

Why is Google making this change?

Russell Ketchum, Director of Product Management for Google Analytics, said the change was made to help businesses “understand their customers’ complex, multi-platform journeys — all while prioritizing user privacy.” GA4 is Google’s response to the changing needs and expectations of users.

What does this mean for you?

If you use Google Universal Analytics, your properties will stop collecting new data on July 1, 2023. Your previously processed data will be available for at least six months.

If you use Google Analytics 360, your properties will stop collecting new data on October 1, 2023. Your previously processed data will be available for at least six months.

Whether you use UA or GA360, you’ll need to transition to GA4 or another analytics platform to ensure you can still process data about your website.

When should you make the switch?

Now. The sooner you switch, the better.

In fact, if you don’t switch by the end of June 2022, you’ll lose the ability to compare year-over-year data in your new platform.

Plus, once new data stops processing, your integrations and dashboards will no longer work.

Making the switch to a new platform now will minimize interruption and give you ample time to set up your tracking, dashboards, and reports.

What’s next?

July and October 2023 may seem a while away, but you’ll want to choose a new platform soon so you can continue tracking the performance of your website and apps. We can help.

Perficient has Google Analytics, and Adobe Analytics certified experts who can work with you to find the right platform for your business. Taking into consideration your tech stack, goals, and needs, we’ll suggest the best analytics platform for your business and do all the heavy lifting to get it set up to collect data, including implementing tagging, creating tagging documentation, ensuring privacy compliance, making sure your other systems integrate correctly and training your staff on the new tool.

Let us set you up for success. Contact us to get started.

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Jordan Kanter, Marketing Director

Jordan Kanter is a Marketing Director at Perficient. With over a decade of experience in digital, he has helped leading brands such as TD Ameritrade, Fidelity, The Hartford, United Airlines, Intercontinental Hotels Group, and Hyundai to drive ROI across channels.

More from this Author

Follow Us