Universal Analytics To Be Replaced By Google Analytics 4 On July 1st 2023, Standard Properties Will No Longer Process data

author image Written by: Rabije Gashi Corluka           Categories - In The News, SEO

Universal Analytics properties will phase out by July 1, 2023, when the UA properties will stop processing new hits. Also, Universal Analytics 360 properties will stop tracking hits on October 1 next year.

Instead, we should all be using Google Analytics 4. Heads up – data stored in Universal Analytics will be stored for at least six months after the shut-off!

What Is GA4?

It’s the latest version of Google Analytics which came out in October 2020.

Created in 2005, Google Analytics was the very first instance of Google Analytics. Then, we got the new and improved version in 2012 called Universal Analytics which became the default property type. After that we got Google Analytics 360 – a software suite that works along with UA and provides Tag Manager, Data Studio, Optimize, etc.

Now you’re here thinking: ‘Property? What’s a property?’

According to Google, a property is “where your company’s online data goes to get processed by Google Analytics”. Basically, it’s where all the magic happens. Up until now, if you had both an app and a website, you would have a single account and two distinct properties – one for the app, and one for the website. Now, with GA4, one property will have data for both the app and the web.

UA vs. GA4 – what’s the difference?

GA4 is built differently and aligns with the present (and the future’s) privacy needs – it doesn’t rely on cookies! Unlike Universal Analytics which is session-based, GA4 is event-based. That means it can track events like clicks and video plays. GA4 also focuses on giving a business insight into the customer journey across all of their website and apps, unlike UA which was built around desktop web traffic. GA4 also uses machine learning to share insights and make predictions.

Read More: Google Analytics 4 Adds New Metrics & Dimensions

Why Is Google Doing This?

As published in the announcement, “Universal Analytics was built for a generation of online measurement that was anchored in the desktop web, independent sessions and more easily observable data from cookies.“

As mentioned above, GA4 doesn’t rely as much on third-party cookies, it’s built in a way to respect customers’ privacy, uses an event-based data model for measurement, and is not just focused on desktop search. Combine that with the sunsetting of cookies and the fact most people are searching on mobile instead of desktop, and the logic behind it makes perfect sense.

Why Is This News Important?

Because Universal will stop working and you will have to make the switch. To do that in the least painful way, you should create GA4 property and start collecting your data. This should help you gather all the historical insights you will need to measure the results over time when Universal stops processing new hits. If you’re already collecting the data, make sure your GA4 setup is complete.


Rabije Gashi Corluka

Rabije always enjoyed finding different angles to a story, so it’s not surprising her curiosity influenced a move to a new continent, widening her perspective. She enjoys hearing people's stories and learning about different cultures and places - but most of all, she loves putting her thoughts on a piece of paper. Her love for writing led to her studying Journalism and PR, but she actually became a storyteller during her radio-hosting era. Now, she uses her skills, experience, and love for writing to help your brand stand out.

Google Analytics 4 Adds New Metrics & Dimensions


Google Analytics 4 is the latest version of Google Analytics which will completely replace Universal Analytics. Unlike UA, GA4 respects customers’ privacy and doesn’t rely on third-party cookies, plus doesn’t focus on desktop only.

The GA4 came out in October of last year and is getting new metrics this week:

  • Bounce Rate
  • UTM Term and UTM ad content
  • Conversion Rate

“We’re excited to release new dimensions and metrics, enabling you to see bounce rate, additional UTM parameter values, and conversion rate across various surfaces, including explorations, segments, audiences, reports, and the Google Analytics Data API.” – stands in Google’s statement.

Read More: Universal Analytics To Be Replaced By GA4

Bounce Rate

Bounce rate is the percentage of not engaged sessions, meaning that the sessions weren’t completed because a visitor exited the page. It’s the opposite of the Engagement rate and is available in Explorations and Reporting Customizations.

In GA4, the bounce rate is calculated differently than in the UA. See how it’s calculated here.

UTM term And UTM ad content

There are now two dimensions in Google Search: user scope and session scope. They’re available in the Explorations, Reporting, and Audience Builder.

On the other hand, with the utm-content parameter, you can see both the first user manual ad content and the session manual ad content.

By using the utm-term parameter, you can view first user manual terms and session manual terms.

Conversion rate

You can now see both the user conversion and the session conversion rate for any conversion event.

Why Does This Matter?

More data, fewer problems! Extra insights can help you troubleshoot your next campaign and its performance issues.

That must be good for business, right??

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