Google Analytics is changing… Here’s what you need to know

Date: Wednesday, 13th Apr 2022 | Category: Internet Services

Since 2005, Google Analytics has been the ultimate online measuring tool for website and marketing performance. The third release in 2012 was Universal Analytics, which provided more in-depth information about user behaviour in addition to various back-end improvements using easily observable data from cookies. However, this measurement approach is becoming obsolete as data privacy laws such as the introduction of General Data Protection Regulation (GDPR) means that users are increasingly expecting more privacy protections and control over their data. Universal Analytics is also not able to track data across platforms.

Google Analytics 4 (GA4) was introduced in 2020 as the next generation of measurement which was designed with privacy at its core to provide a better experience for users and doesn’t rely exclusively on cookies or store IP addresses. Additionally, GA4 has the flexibility to measure many different kinds of data by using an event-based data model to operate across multiple websites and apps, delivering a more future-proof measurement solution.

The older Universal Analytics report will stop recording new hits on July 1, 2023. After that, you’ll be able to access your previously processed data in Universal Analytics for at least six months.

Many Phew clients were set up with an account on Universal Analytics to provide site performance reports. As GA4 doesn’t currently migrate account data over when switching from Universal Analytics, the team are upgrading all of the accounts to GA4 now so that it can start collecting data to ensure that historical data has been captured by the time Universal Analytics is phased out.

If you are a Phew client with a Universal Analytics account, then we will be in touch with you over the coming weeks to discuss this all with you. Please feel free to get in touch via email at or by phone on 01234 779050 in the meantime if you have any questions.