Breaking news:
Google Sunsetting Universal Analytics and Universal Analytics 360 In 2023. Why?
Official announcement: Google is moving on from Universal Analytics due to its inability to deliver cross-platform insights.
Our hunch: Tracking with cookies does not work post pandemic. Users realised the extend of privacy butchering practices and have taken technical steps. I don’t care mentality is starting to shift. It grows uplifting users, opening eyes, clearing browsers, deleting history and cookies, using incognito to get unaltered prices, etc.
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Particularly the independent administrative regulatory body highlighted the absence of equivalent privacy securities and the threat that “U.S.A. intelligence services would access individual data transferred to the United States if the transfers were not properly regulated.”
“Though Google has embraced extra steps to regulate information transfers in the context of the Google Analytics functionality, these are not sufficient to exclude the accessibility of this data for U.S. intelligence services,” the CNIL stated. “There is, therefore, a danger for French site users who use this service and whose data is exported.”
Universal Analytics Is Obsolete
Google says the model Universal Analytics is built on has become 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. This measurement methodology is quickly becoming obsolete.“
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Google Analytics 4 TRACKS YOU across websites & apps
By not relying exclusively on cookies, and using an event-based data model, Google Analytics 4 can operate across multiple platforms. This makes it a more future-proof solution. In addition, GA4 is said to offer more privacy protection, which is increasingly important to web users:
“It helps businesses meet evolving needs and user expectations, with more comprehensive and granular controls for data collection and usage. Importantly, Google Analytics 4 will also no longer store IP addresses. These solutions and controls are especially necessary in today’s international data privacy landscape, where users are increasingly expecting more privacy protections and control over their data.”
Meet the next generation of Google Analytics: Google Analytics 4 (formerly known as “App + Web”) is a new kind of property, with several advantages over Universal Analytics:
- Privacy-focused and durable for the future
- Intelligent, using machine learning to unearth insights about the customer journey across platforms and devices
- Enhanced, seamless integrations with Google‘s advertising platforms to optimise campaign performance and drive greater marketing ROI
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