Google to sunset Universal Google Analytics in 2023

Google last week announced that all standard Universal Analytics properties will stop processing new hits on July 1, 2023. Google introduced the next generation of Google Analytics - GA4 - in 2020.

Universal Analytics 360 properties will receive an additional three months of new hit processing, ending on October 1, 2023.

According to Google, Google Analytics 4 has the flexibility to measure many kinds of data, and it allows businesses to see unified user journeys across their websites and apps. Google Analytics 4 operates across platforms, does not rely only on cookies and uses an event-based data model to deliver user-centric measurement.

Google states Google Analytics 4 will no longer store IP addresses.