![]() 27, 2022, Google announced it was delaying that sunset date to July 1, 2024. Google also announced that Universal Analytics 360 properties would stop processing hits on Oct. This measurement methodology is quickly becoming obsolete.” “Universal Analytics was built for a generation of online measurement that was anchored in the desktop web, independent sessions and more easily observable data from cookies.Why was Google making the switch to Google Analytics 4? Because it didn’t rely on cookies and used an event-based data model for measurement. Previously processed data in Universal Analytics will be stored for at least six months after the deprecation date. In 2022, Google announced its plan to deprecate Universal Analytics on July 1, 2023. Google Univeral Analytics: The beginning of the end ![]()
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