Google has announced that the sunset of Google Analytics Universal will be delayed until 2024. This gives businesses more time to make the switch to the new platform. Universal was scheduled to be discontinued in 2023, but many businesses have not yet made the switch. The new platform offers many improvements over Universal, so it is important to make the switch before it is too late!

Some of the benefits include cross-device tracking, improved data accuracy, and better integration with Google ads. One important change is the use of cookies. Google Analytics 4 uses device-based tracking instead of cookie-based tracking, meaning it can better track users who switch devices or disable cookies.

Another helpful tool to use in conjunction with GA4 is Google Tag Manager. This allows you to manage all your website tags (such as for marketing and analytics) in one place, making it easier to track and analyze data. Ultimately, using GA4 and Tag Manager together can provide a more comprehensive understanding of your website’s performance and audience behavior.

So, upgrade to GA4 now and take advantage of all the new features it has to offer! Your website and data will thank you.