GA4 image

Google Analytics 4’s Replacement of Universal Analytics

  |   Insights   |   No comment

GA4 imageOver the past year, Google has been slowly replacing Universal Analytics after the launch of its new analytics service, Google Analytics 4. Starting the week of July 1, 2024, users will lose access to Universal Analytics, and all data will be deleted. 

Not sure how to navigate this change? Continue reading to learn about the migration process for analytics users. 

For standard Google Analytics users, Google automatically created new Google Analytics 4 properties, or analytic accounts, for users unless they previously opted out. While Universal Analytics stopped processing new data in 2023, all previously processed data is still accessible until the July 1 date. To ensure no data is compromised, Google recommends users export their data as soon as possible with these helpful steps found on its support page on Universal Analytics.

For Google Analytics 360 users, you may have noticed that certain Universal Analytics features stopped functioning at the end of January of this year. Google shared that starting January 1, 2024 not all Analytics 360 features and functionalities would continue to work as expected due to the migration to Google Analytics 4. As Google 4 replaces Universal Analytics, 360 users should be aware of the deprecation timeline for specific features.

Notably, Google Analytics 4’s new interface will operate across web, iOS and Android platforms. The new software will utilize event-based data models and track more specific measurements including app installations, giving users more valuable insights. With similar features to Universal Analytics, Google Analytics 4 also implemented new measures that prioritize privacy and help users align with regulatory demands. 

For more information on this transition and how it may affect your agency, visit