Editor’s note: This is the second in a series of two articles covering key aspects of the upcoming retirement of Universal Analytics and transition to Google Analytics 4. See the first article here: Google Analytics: 4 Tips to Transition from Universal Analytics
If you’re currently using Google Analytics you will likely know that a new version of the platform — known as Google Analytics 4 (GA4) — has been available for a while, and Google has gently been encouraging you to upgrade from the existing version, known as “Universal Analytics.” Universal Analytics will be retired on July 1, 2023, and everyone must upgrade by then. Subscribers to Google Analytics 360, the paid-for service, will have a little longer as Universal Analytics will be phased out in 2024.
