Google Analytics switches from Universal Analytics to GA4
Incase you are wondering why web traffic data is not reflecting on your Google Analytics reports then one of the reason could be that because Google has stopped processing data from Universal Analytics and switched over to a newer analytics tool GA 4 and you might have reconfigure your tracking tools. The company had said earlier that it will make this change beginning July 1, 2023. The Universal Analytics property will be deprecated on July 1, 2023, and the Universal Analytics 360 property will be deprecated on October 1, 2023. Universal Analytics data will be initially stored for 6 months.
What is special in Google Analytics 4?
Russell Ketchum, Google’s Director of Product Management, announced that Universal Analytics was an older online mapping system that mapped data more easily than the desktop web, independence sessions, and cookies. However, according to the company, this mapping system has become quite old and obsolete.
Why Google is shifting to GA4
Google Analytics 4 (GA4) is quite different from the old Universal Analytics Service. It does not rely solely on cookies for mapping data. In this, data is collected by collecting information from every platform. It uses an event based data model. No IP addresses are stored in this model, which is required by the brand to comply with privacy regulations.
GA4 Journey
Google Analytics 4 ie GA4 was released in October 2020. It was claimed at the time that future insights through GA would be equipped with deep integration with Google Ads and cross device capability. Since then, the company has given several updates to its flagship analytics platform.
