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Google’s Universal Analytics (UA) is a platform for businesses to collect all kinds of data on users visiting their websites. It is an excellent tool for businesses and advertisers to understand their audience’s online behavior better. Unfortunately, Universal Analytics is shutting down on July 1, 2023, and will transition to Google Analytics 4 (GA4).

What You Need To Know

1. You will have viewer access up until July 1, 2024 – Even though Universal Analytics is shutting down; you can still view your business’s historical data and reports but not edit them.
2. Bidding, audience, and conversion data will no longer be sent to Google Ads or third-party integrations – Instead, you should switch your business’s bidding and audience settings to Google Analytics 4.
3. You should export all of your data to Google Analytics 4 – If you have a standard Universal Analytics account, data will not be processed after July 1, 2023. Therefore, you should manually migrate your UA settings to GA4. If you have a UA 360 account, data will continue processing until July 1, 2024.

Why This is Important

Universal Analytics and Google Analytics 4 are extremely valuable platforms for advertisers to collect data on the users that visit a website and how these users specifically interact with that website. Google Analytics 4 has more advanced capabilities that advertisers might be interested in, such as cross-device tracking, machine learning, and privacy control.

Additionally, Google Analytics 4 is imperative to measure the effectiveness and success of your business’s website. It can show you the top referring sites that lead potential clients to your site, the top landing pages on your site, and other insightful data like the engagement rate of users.

If you are looking for a digital marketing agency knowledgeable about all things UA and GA4, contact us at BluShark Digital, and we may improve your business’s website.