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Why Has My Google Analytics Changed?

On Saturday, 1st July 2023, the online world, or at least anyone who has a website and uses Google Analytics to monitor and measure its performance, was rocked, when Google commenced ‘sunsetting’ (phasing out) the Google Analytics we have known and loved for the past eighteen years, the last version of which we’ll call Google Analytics 3 or Universal Analytics, and replacing it with the very different looking Google Analytics 4.

GA4 now the Only Show in Town as Universal Analytics Rides into the Sunset

Why is Google switching from Universal Analytics to GA4?

The History of Google Analytics

Urchin Software developed by Quantified Systems and became a popular tool for website traffic analysis
Google buys Urchin and rebrands to Urchin from Google for free service
Google introduces the Google Analytics Synchronous Code (ga.js) with new tracking functionality, which helps track e-commerce transactions better
Google launches new Asynchronous Tracking Code accessing same ga.js code, which allows webpages to load faster with enhanced accuracy
Google Launches Universal Analytics in beta
Firebase launches set of backend cloud computing services and application development platforms
Google announces Universal Analytics out of beta with new tracking codes sites and tools, rendering detailed information about user behaviour
Google acquires Firebase
All Classic Analytic properties merged with Universal Analytics
Google introduces Firebase Analytics, providing insight on app usage and user engagement
Google Introduces the next generation of Analytics, GA4 with unified reporting between web and app, effectively bringing together Google Analytics and Firebase
Google Sunsets Universal Analytics and commences a schedule of stopping processing data on Universal Analytics Properties

Why is Google getting rid of Universal Analytics?

“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. This measurement methodology is quickly becoming obsolete. “

What Is Google Analytics 4?

Why do you need Google Analytics 4?

Google Analytics 4 vs Universal Analytics
Comparison of a GA4 Dashboard with a Universal Analytics Dashboard

How Is GA4 Different to Universal Analytics?

How Does GA4 Work?

What are GA4 events?

Why is Google Analytics 4 better than Universal Analytics?

4 Key Benefits of Google Analytics 4

Does GA4 Use Cookies?

Is GA4 GDPR compliant?

Sunset for Universal Analytics

So, which is better, Universal Analytics or Google Analytics 4?