Why Universal Analytics is being replaced by Google Analytics 4

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Google announces that starting July 1, 2023, the Google Analytics Universal or UA audience analysis tool will be replaced by Google Analytics 4 (GA4). Concretely, UA users will be able to continue to use and collect data via this tool until this date, but no automatic migration will be offered to them to GA4 afterwards.



Why this decision? First of all, it should be nigeria email list noted that GA4 is intended to "modernize" the way of approaching data collection, thanks to the development and strengthening of artificial intelligence, capable of avoiding any loss of data while optimizing the management of visitors' privacy. In other words, GA4's operation is based on events and parameters, while the UA data model is currently still based on the principle of a session.

On a more "ergonomic" level, the integration of GA4 with other Google tools (such as Google Ads and Big Query for example) will provide new possibilities in terms of data analysis. Finally, let's remember the importance of processing personal data, in a world where regulations abound on the subject. GA4 is therefore supposed to provide answers in this regard, as a new modernized version of the service.


In short, you will have understood: Google strongly encourages the transition to Google Analytics 4 as soon as possible, in order to quickly become familiar with the new data processing model as well as the new interface.