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Starting July 1, 2023, standard Universal Analytics properties will no longer process data; only new data will flow into Google Analytics 4 properties. However, Universal Analytics reports can be viewed for some time after this date. For 360 Universal Analytics properties, a one-time processing extension ends on July 1, 2024.

Google Analytics 4 (GA4) is the latest generation of analytics that collects event-based data from both websites and apps. It is designed to cater to the future of measurement and offers several features to enhance the understanding of the customer journey. Unlike Universal Analytics, GA4 uses event-based data instead of session-based data to provide more accurate information. It also includes privacy controls like cookieless measurement, behavioral and conversion modeling, and predictive capabilities that offer guidance without requiring complex models.

There are three ways to get started with GA4 if you are an editor or administrator:

  1. The first option is to set up Analytics data collection for the first time if you’re new to Analytics and ready to collect data for your website and/or app.
  2. The second option is to add GA4 to a site with Universal Analytics. This will add a GA4 property alongside your existing Universal Analytics property, and both can be accessed using the property selector in the Admin area.
  3. Finally, if you use a CMS-hosted website, you can add GA4 to a website builder platform or CMS.

Customers who use Google Analytics for Firebase are advised to upgrade to a Google Analytics 4 property. With its advanced features, GA4 is the future of analytics and offers businesses the ability to gain a deeper understanding of their customers and their behavior.