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Quru20.4.2022 16:303 min read

Google Analytics Universal Analytics sees sunset in 2023

On March 16, 2022, Google announced that the free version of Google Analytics Universal Analytics (GA UA) will sunset on 1.7.2023 and the paid version GA UA 360 will sunset on 1.10.2023. In practice, on the set dates, UA properties will stop processing new hits. Historical data in UA will be available for at least six months after each sunset. 
This change will be a crucial part of moving from UA to Google Analytics’ newest version, GA4, which will replace the almost 10-year-old previous version of Google Analytics (GA UA). If you still have not taken the newest GA in use, now it is time to do that!  


What does this change mean in practice? 

Websites using GA UA technical measurements do not work after the change. Analytic properties don’t collect data about the visitors or the effectiveness of marketing efforts, so properties will stop processing new hits in Google Analytics servers. The free version GA UA will stop data collection on 1.7.2023 and three months later the paid version on 1.10.2023. In Google’s announcement it is said that extra time will not be given for postponing sunset dates for customers, and the historical data will be available on read only-form for six months after the sunset in GA UA properties.  

Dashboards based on GA UA measurement or conversions and audiences' setups for Google Ads will also not work after this change.  


What is GA4? 

In 2020 Google introduced Google Analytics 4 newest version of GA. GA4 is the biggest change in the history of Google Analytics. The measurement technology, the data model, some of the metrics and the user interface are completely new. The change is driven by several changes in the operating environment, the behavior of target groups and, in particular, the requirements for privacy protection, but also by new opportunities brought about by, for example, artificial intelligence and machine learning. 


GA4 brings new opportunities and features especially in the following: 

Managing privacy and preparing for the cookieless future 

  • More versatile control over what data about visitors is collected and what is not, and for how long it is stored 
  • IP-addresses will no longer be stored in GA4
  • Delete data faster than before: Ability to delete individual visitor data or delete a specific parameter from all data 
  • Preparing for cookieless future and incomplete analytics data, for example through behavioral and conversion models available to all visitors 

Predictive analytics and forecasting models

  • Forecasting models for more effective advertising targeting and visitor analysis (for example, visitors who are likely to buy within the next 7 days) 

Customer focus

  • Focus on visitors and visitor identification across terminals 
  • Possible to view the use of the site and mobile applications in one view 
  • Identifying a single visitor across terminals and browsers by combining Google User ID, Google Signals, and site / app sign-in 

Visitor paths and visitor lifecycles across terminals 
  • More effective ways to understand visitor paths and behavior throughout a single visit and lifecycle 

Direct integration with advertising systems/platforms

  • Enable a more effective way to do data-driven marketing and advertising 


What do I need to do to continue using Google Analytics? 

If GA4 measurement has not yet been installed on the site alongside GA UA, this should be done as soon as possible. It is therefore a good idea to ensure that GA4 collects at this stage at least basic information about site usage and key conversions, as well as metrics and variables that are most relevant to your business and marketing goals.  

It is also essential to plan for the transition to GA4 becoming the primary data source for web analytics. This same plan should also consider upgrading your existing dashboards and upgrading your Google Ads-based conversions and audiences to GA4. Collect data for some time and try out the new reports and re-evaluate your measurement plan for improved measurement.


Need help setting up Google Analytics 4? We are here to help.

Check out our GA4 services.


Also watch our webinar about GA4 and its benefits and newest features.




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