Companies using Analytics 360 premium have less than a year to use UA and GA4 in a dual capacity

The dual usage of Universal Analytics (UA) and Google Analytics 4 (GA4) is no longer possible, except for companies using Analytics 360 with premium features until July 1, 2024.

As of July 1st this year, standard Universal Analytics properties have stopped processing data. However, according to Google Support, UA 360 properties will continue processing this data until July 1st of the following year.

This implies that all businesses using this platform to improve their performance must stay updated on the planned transformation and the new features and capabilities that GA4 will bring.

Google Analytics 4 collects data generated by website or app users to provide relevant information to businesses, enabling them to make better and more informed decisions. It can also integrate with tools such as Customer Relationship Management (CRM) systems to further enhance results.

GA 4 brings new functionalities

Google Analytics 4 has been designed with new functionalities and improvements compared to Universal Analytics to serve businesses better and leverage Google's analytical potential.

Some differences in GA4 compared to UA include the ability to separate data collection from website users and app users, machine learning, and AI to fill in data gaps from users who do not share data, in compliance with the General Data Protection Regulation (GDPR).

Other features include removing duplicate IDs, integrating indicators such as Gmail accounts to identify users across different devices, customizable reporting, a lifecycle view with options for acquisition, engagement, and monetization, and many other functionalities that can be crucial for strategic business planning. Google offers us a window full of possibilities for data analysis.