Legacy Google Analytics Says “Goodbye”

As of July 1, 2023, Google Analytics will stop counting new hits on properties using Universal Analytics, also known as UA (GA3). Universal Analytics will be replaced by Google Analytics 4, GA4, a cookie-free way of measuring site traffic.

“Google Analytics 4 is our next-generation measurement solution, and it’s replacing Universal Analytics. On July 1, 2023, standard Universal Analytics properties will stop processing new hits. If you still rely on Universal Analytics, we recommend that you prepare to use Google Analytics 4 going forward.”

UA vs. GA4

The biggest difference between UA & GA4 is that GA4 is made to align with reporting metrics with the respect to new privacy tactics being employed across the platform.

  • Event-Based: UA is session based. GA4 is event based, meaning events are built in rather than advanced set-ups to accomplish this in UA.
  • Cross-Device Tracking: UA was built on mostly desktop web traffic while GA4 is able to give customer visibility across websites and apps.
  • Machine Learning: GA4 uses machine learning technology to recommend insights.
  • Privacy-Friendly: UA data relies heavily on cookies, GA4 does not.


Until July 1, 2023, you can continue to use and collect new data in your current Universal Analytics properties.

After July 1, 2023, you’ll be able to access your previously processed data in your Universal Analytics property for at least six months. We know your data is important to you, and we strongly encourage you to export the historical reports during this time.

  • In the coming months, Google will provide a future date for when existing Universal Analytics properties will no longer be available. After this future date, you’ll no longer be able to see Universal Analytics reports in the Analytics interface or access Universal Analytics data via the API.
    • If the property was created before October 14, 2020, it’s likely using a Universal Analytics property.
    • If the property was created after October 14, 2020, it’s likely using a Google Analytics 4 property already, and no action is required.

Google is strongly encouraging marketers to make the switch to Google Analytics 4 as soon as possible. Doing so will allow the ability to build the necessary historical data and usage in the new experience, in preparation for continuity once Universal Analytics is no longer available.

This blog post was written by Google Products Manager, Ernie Hines.

Share this post

Scroll to Top