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.