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 .

The free version of Google Analytics, Universal Analytics, is the most widely used web analytics solution. The platform is so popular that it dominates 86% market share, making Google the market ...

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.

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 .

Unlike previous versions of Google Analytics, GA4 only ever used anonymized IP addresses. “Now, we’re going even further and removing IP addresses altogether,” Google Analytics product director Russ ...

Google is obviously aware of this, and it is now looking to machine learning to ready its tools like Google Analytics for this post-cookie future. Vidhya Srinivasan, VP/GM, Advertising at Google ...