Google Delays Sunsetting of Universal Analytics till 2024

Google today announced the Universal Analytics (UA) 360 sunset date will move from October 1st, 2023 to July 1st, 2024 – giving marketers an additional nine months access to UA before having to switch over to GA4 as their full time cross-platform analytics solution. The date of when Standard Universal Analytics properties will stop processing new hits remains the same – July 1st 2023.

Matilda Rose Moir

The reason for the extension is that Google would like to give their enterprise clients extra time to smoothly migrate over to GA4.

Universal Analytics was designed to work with cookies and observable data. As these methods are no longer robust due to privacy legislation, GA4 was built to replace it, with privacy centricity in mind. This change is essential in order to ensure web analytics continues to be effective, actionable and compliant with privacy laws.

Despite Google delaying the sunsetting of GA360, advertisers need to act now to preserve their analytics function and build historical data before Universal Analytics stops processing. It’s vital that advertisers understand what this change means, and work to incorporate GA4 as soon as they can to protect their insights and capitalize on the new opportunities this tool brings.

For more information on what the sunsetting of Universal Analytics means, or for assistance migrating to GA4, please get in touch. At Incubeta, we can support advertisers across all stages of GA4 implementation – from initial discovery, blueprint design, implementation, handover and training – our team of data and analytics experts are on hand to help. Visit our solutions page to find out how Incubeta can support you. 

To learn more about the future of tomorrow’s world, and what it will look like without the support of 3rd party cookies, download our latest whitepaper, Tomorrow’s World: Living With First-Party Data.

Access Full Whitepaper Here

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