Google Analytics 4 is our next-generation measurement solution, and it’s replacing Universal Analytics. On July 1, 2023 , standard Universal Analytics properties will stop processing new hits.

Google has been warning website admins for quite some time that starting today, July 1, 2023, Universal Analytics (UA) would stop tracking new data. The shutdown was first announced in March 2022 .

Google is officially sunsetting Universal Analytics (UA) this Saturday, July 1. And if you haven’t yet switched to Google Analytics 4 (GA4), Google will do it for you .

Google is leaning hard into a whole new segment of Google Analytics 4 called “events.” So, what’s an event? Pretty much whatever you want (or need) it to be.