Google has initiated the gradual discontinuation of Universal Analytics, making way for GA4 to assume its role as the new industry standard.
Since its introduction in 2012, Universal Analytics has served as the foundation for tracking website data, providing invaluable insights for nearly a decade until its replacement by GA4 in 2020. GA4 brings significant enhancements, offering administrators deeper analytical capabilities.
Website administrators have been duly informed by Google about the impending cessation of new data tracking for Universal Analytics (UA) effective July 1, 2023. This decision was initially announced in March 2022.
Today, we begin shutting down Universal Analytics as we welcome you to Google Analytics 4. This will not happen overnight, so some Universal Analytics properties may continue to process data. However, all properties have now been added to the queue, and those that have not…
— Google Analytics (@googleanalytics) July 1, 2023
True to its word, Google has officially begun the shutdown process, as confirmed on Twitter. It is important to note that not all properties will cease data processing immediately.
Additionally, Google has outlined on a support page that access to UA properties will be maintained until July 1, 2024. This generous one-year window enables users to securely back up their data, if necessary.