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Universal Google Analytics will stop working in 2023 – update your analytics tools!

The previous version of Google Analytics called Universal Analytics will stop collecting data on July 1, 2023. Its paid 360 version will stop receiving analytics hits on October 1, 2023 (source). Most sites still haven’t switched to the latest version of Google Analytics, Google Analytics 4, which was released two and a half years ago. Now is the time to make sure Google Analytics 4 is implemented and installed correctly or to introduce a new analytics solution.

Tatu Kallonen, March 24, 2022

Restrictions on the use of personal data are being tightened

The legitimacy of Google Analytics in the EU has recently become a hot topic. The trend with the GDPR directive is moving towards stricter restrictions on the use of personal data. Since changes have to be done with Google Analytics anyway, now is a great opportunity to evaluate what you need from your analytics tool and whether Google Analytics is the right option for you.

The potential of Google Analytics 4

Google Analytics 4 says it leverages artificial intelligence and machine learning to provide even better data about site users, regardless of device or platform. In addition, it promises to take user privacy better into account by making data anonymization mandatory. In Analytics 4, data can be deleted at the individual user level, or the platform can be programmed to delete data automatically after a certain retention period.

Server-side tracking provides better data privacy

The enhanced privacy of Analytics 4 does not fully address the GDPR issues. It does not provide the user with the same level of privacy as anonymized server-side tracking, which allows data to be collected without the user’s consent to cookies.

When you decide to move from Universal Analytics to Google Analytics 4 or to another analytics tool, we’re happy to help. Contact us to get started!