Well, we've known for a while about the fading and eventual disappearance of third-party cookies. Now, Google has announced its plans to filter out Universal Analytics or GA-3 by mid-2023.
In a blog post, Google announced, "All standard Universal Analytics properties will stop processing new hits on July 1, 2023.
"Given the new Analytics 360 experience was recently introduced, Universal Analytics 360 properties will receive an additional three months of new hit processing, ending on October 1, 2023."
Here is more from that blog post:
"In today's measurement landscape, businesses need to navigate new challenges to understand the complex, multi-platform journeys of their customers — all while prioritizing user privacy.
"Two and a half years ago, we introduced Google Analytics 4 to address these evolving measurement standards and help businesses succeed. Google Analytics 4 has the flexibility to measure many different kinds of data, delivering a strong analytics experience that’s designed for the future. It allows businesses to see unified user journeys across their websites and apps, use Google’s machine learning technology to surface and predict new insights, and most importantly, it’s built to keep up with a changing ecosystem."
What will happen is new data will continue to process on GA-3 or UA until July 1, 2023. After that, no new data will be tracked or stored. So, technically, you have until June 30, 2023, to learn and transition to GA-4. However, historical data on UA will disappear. So, in order to build year-to-year, month-to-month data, it's suggested you transition into GA-4 as soon as possible. That way you have historical data to work from.
To read more about it, Prepare for the future with Google Analytics 4, click here.
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