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Writer's pictureNathan Millington

GA4: The future of Google Analytics

Updated: Jul 26, 2023


GA4
GA4

Google announced the sunsetting of Universal Analytics and ultimately the transition to Google Analytics 4 (GA4).


There will be no future development on Universal Analytics with focus solely on Google Analytics 4 capabilities.

If you want to build up at least a year of historical data in GA4 before the hard cutover, then you have until July 1st 2022 to set up GA4. This will allow GA4 users to make year on year comparisons.

There are gradual steps to fully migrate over to GA4 however, the sooner the basics are setup (creating a GA4 property, platform linking etc.) the better.

Key Dates


  • July 1st 2022

Basic GA4 needs to be setup to report Year-on-Year data


  • July 1st 2023

UA will stop collecting data for free GA customers


  • October 1st 2023

UA will stop collecting data for GA360 customers


  • + 6 months

Customers will be able to access their data for ~6 months after UA is depreciated



It is important to note that the major difference and upgrade with GA4 is the new event data model / data collection method. This is a huge upgrade and allows much more flexibility and scalability. Familiarise yourself with events + parameters. Everything in GA4 references an event and uses the same data model that is in place for tracking apps.

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