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Google will deprecate Common Analytics subsequent 12 months, the corporate introduced Wednesday. Common Analytics properties will cease processing new hits on July 1, 2023, and Common Analytics 360 properties will cease processing hits on October 1, 2023.
Beforehand processed knowledge in Common Analytics shall be saved for at the least six months after the deprecation dates listed above.
Why Google is making the change. “Common Analytics was constructed for a era of on-line measurement that was anchored within the desktop internet, unbiased periods and extra simply observable knowledge from cookies,” Russell Ketchum, director, product administration at Google, stated within the announcement. “This measurement methodology is shortly turning into out of date.”
Google Analytics 4 (GA4) differs from its predecessor in that it operates throughout platforms, doesn’t depend on cookies and makes use of an event-based knowledge mannequin for measurement. It additionally doesn’t retailer IP addresses, which can assist manufacturers keep on the precise aspect of privateness laws.
A quick historical past of Google Analytics 4. GA4 was launched in October 2020 with the promise of predictive insights, deeper integration with Google Advertisements and cross-device measurement capabilities. Since then, the corporate has made the next updates to its new flagship analytics platform:
Why we care. If you happen to haven’t arrange your GA4 properties but, now’s the time. Although we’ve effectively over a 12 months, configuring GA4 now will allow it to start out monitoring the metrics you care about in order that historic knowledge is there when you must reference it.
That is additionally one thing of a wake-up name: Many search entrepreneurs have been dragging their heels in terms of adopting GA4. In simply over 15 months from now, that can now not be an choice, so the extra acquainted you get with GA4’s interface and capabilities, the higher outfitted you’ll be to deal with the transition on your manufacturers.
RELATED: Tips on how to get began in Google Analytics 4
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About The Creator
George Nguyen is an editor for Search Engine Land, masking natural and paid search. His background is in journalism and content material advertising and marketing. Previous to getting into the business, he labored as a radio persona, author, podcast host and public faculty instructor.
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