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Google Analytics 4 is replacing Universal Analytics



Having Google Analytics on your website allows you to track and monitor your website traffic. It provides valuable insights that can help you shape the success strategy of your business.


On 1 July 2023 Universal Analytics (which is what most people are currently using) will stop processing new hits and it is being replaced by Google Analytics 4.


While 2023 sounds a long way away, we recommend that now is the time to create a new Google Analytics 4 property and ensure that your setup is complete and able to collect data. This will allow you to gather the historical insights you need to measure your results over time when Universal Analytics stops processing hits.


If you are already collecting the data you need in Google Analytics 4, you just need to ensure the setup is complete.


You can continue to use and collect new data in your Universal Analytics properties until 1 July 2023. After that, you will be able to access your previously processed data in Universal Analytics for a period of at least six months. At that point you should export your historical reports, so you do not lose any data.


Google has not yet set a date for when they will fully sunset Universal Analytics so watch this space.


If you need some help in switching over to Google Analytics 4 and migrating over any existing data and goals, please get in touch with Jane at Our digital marketing colleague will be able to assist.