Google Analytics 4 is Here
Gear up! Google announced that they will be updating their analytics platform, Google Universal Analytics. 
The release replaces Universal Analytics with the newly built version called Google Analytics 4 (GA4). First and foremost, all the standard Universal Analytics properties will stop processing new hits on July 1, 2023 and cease to exist. Therefore, GA4 will be the new standard moving forward.
The good news is that Universal Analytics was built for a generation of online measurement on a desktop, independent sessions and easily observable data from your cookies. This measurement has rapidly become out-of-date on many devices and apps people are now using. Unlike the previous version, GA4 will operate across platforms that do not rely exclusively on cookies and will use instead use an event-based data model.
So, what does this mean for you?
Google Analytics 4 is a complete rebuild from Universal Analytics. It is no longer an evolution of the platform, but a brand-new product. Universal Analytics has been around for 7 years, so the new form of Google Analytics will require learning a completely new platform.
Google Analytics Notable Updates
The new version has many new features and here are some of the most notable changes.
Universal Analytics
o Measurement: Session-based model
o Reporting: Limited cross-device and cross-platform reporting
o Automation: Limited Automation
Google Analytics 4
o Measurement: GA4 is a flexible event-based model
o Reporting: GA4 offers full cross-device and cross-platform reporting
o Automation: Machine learning throughout to improve and simplify insight discovery
What We Recommend for GA4
We recommend that you get started switching over to Google Analytics 4 (GA4) as soon as possible. Additionally, make the switch soon since there will be no data history in GA4 due to Universal Analytics going away completely. Ultimately, Universal Analytics will cease, leaving you with no way to compare data. Also, all future updates will be launched solely on the GA4 platform.
Make the Switch to GA4
With all the changes coming to Google Analytics, switching over to GA4 now will be the best way to ensure you are gathering data history, learn how to report on the new system and get prepared on how to meet all your future reporting needs. To learn more about the Google Analytics 4 updates and how to get started, click here.
Stay tuned for our next Google Analytics 4 Release Series blog next week where you will learn more about how to start using GA4, back up data and what new metrics to track!
