Google has announced their next-generation analytics platform: Google Analytics 4 (GA4). GA4 is significantly different than the previous version of Google Analytics—known as Universal Analytics (UA). Google is beginning to sunset UA in 2023. All standard (free) UA properties will stop processing new data on July 1, 2023.
Upgrade Process and Updates
University Marketing and Communications (UMC) has been working on upgrading from UA to GA4 for the past several months. We have learned several things since our previous blog post: