{"id":7824,"date":"2022-07-01T23:13:10","date_gmt":"2022-07-01T23:13:10","guid":{"rendered":"https:\/\/xpon.ai\/?p=7824"},"modified":"2026-03-23T05:07:16","modified_gmt":"2026-03-23T05:07:16","slug":"google-to-sunset-universal-analytics-in-2023","status":"publish","type":"post","link":"https:\/\/xpon.ai\/au\/resources\/google-to-sunset-universal-analytics-in-2023\/","title":{"rendered":"Google to sunset Universal Analytics in 2023"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.16&#8243; custom_padding=&#8221;2px|||||&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_row _builder_version=&#8221;4.16&#8243; background_size=&#8221;initial&#8221; background_position=&#8221;top_left&#8221; background_repeat=&#8221;repeat&#8221; min_height=&#8221;939.7px&#8221; custom_padding=&#8221;40px||0px|||&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.16&#8243; custom_padding=&#8221;|||&#8221; global_colors_info=&#8221;{}&#8221; custom_padding__hover=&#8221;|||&#8221;][et_pb_text admin_label=&#8221;Text&#8221; _builder_version=&#8221;4.20.2&#8243; text_font_size=&#8221;16px&#8221; text_line_height=&#8221;2em&#8221; header_4_font_size=&#8221;22px&#8221; background_size=&#8221;initial&#8221; background_position=&#8221;top_left&#8221; background_repeat=&#8221;repeat&#8221; min_height=&#8221;171.7px&#8221; text_font_size_tablet=&#8221;16px&#8221; text_font_size_phone=&#8221;20px&#8221; text_font_size_last_edited=&#8221;on|desktop&#8221; header_font_size_tablet=&#8221;&#8221; header_font_size_phone=&#8221;&#8221; header_font_size_last_edited=&#8221;on|phone&#8221; header_4_font_size_tablet=&#8221;&#8221; header_4_font_size_phone=&#8221;24px&#8221; header_4_font_size_last_edited=&#8221;on|desktop&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h4><strong>How Google Will Sunset Universal Analytics<\/strong><\/h4>\n<p><strong>30-second summary:<\/strong><\/p>\n<ul>\n<li><a href=\"https:\/\/support.google.com\/analytics\/answer\/11583528?hl=en\">Both free and enterprise Universal Analytics properties will be deprecated in 2023<\/a><\/li>\n<li>Free properties will stop processing hits on July 1st, 2023,<\/li>\n<li>Analytics 360 properties will stop processing hits on October 1st, 2023.<\/li>\n<li>Now is the time to configure your GA4 properties to take advantage of year-on-year comparisons, and ready your business for GA4<\/li>\n<li>As Google\u2019s privacy-first analytics solution, GA4 offers a unique opportunity for brands to rethink their measurement strategy<\/li>\n<\/ul>\n<p>For many of us, our Universal Analytics (UA) properties have been a source of truth when it comes to executing any data-driven strategy. Unfortunately, UA\u2019s time has come to an end. With the launch and adoption of <a href=\"https:\/\/xpon.ai\/?page_id=8489\">Google Analytics 4 (GA4),<\/a> Google has officially announced that Universal Analytics properties will stop collecting data on July 1, 2023, while enterprise 360 properties will have an extra three months, with data collection ceasing on October 1, 2023. Even though data collection will cease, you will still be able to access historical data for at least the next six months.<\/p>\n<h4><strong>The push for a privacy-first future<\/strong><\/h4>\n<p>So, why now? With the deprecation of third-party cookies and Google\u2019s push to respect user privacy, GA4 was built to evolve with the ever-changing privacy landscape. Google has transformed how data is collected with GA4, building a solution that delivers holistic measurement across websites and mobile apps that is privacy-centric by design.<\/p>\n<h4><strong>How important is it to implement GA4 now?<\/strong><\/h4>\n<p>Implementing GA4 as soon as possible is imperative! The sooner you set up GA4 and start collecting, the longer your historical lookback window will be. This means your property will be ready and available for long-term reporting when Google will sunset Universal Analytics.<\/p>\n<p>Furthermore, the more data collected in your GA4 property, the more training the in-built GA4 ML models and algorithms will have for automated analysis.<\/p>\n<p>If you decide to delay the implementation of GA4, your measurement and reporting capabilities will be severely affected the longer that it is left. Whilst complete adoption isn\u2019t strictly necessary, correctly setting up GA4 properties is a must in order to start collecting data.<\/p>\n<h4><strong>A great opportunity to rethink measurement<\/strong><\/h4>\n<p>This is not a time to panic, in fact, we see it as a great opportunity to rethink your current analytics strategy. What is your current measurement model? What key online metrics are your team leveraging to make marketing decisions? Are you collecting data in a privacy-safe way that is respecting user choices?<br \/>Start thinking about doing more with your data as GA4 has many key changes to and benefits that include:<\/p>\n<ul>\n<li>Improved data modeling, structure, and collection<\/li>\n<li>Cross-platform tracking<\/li>\n<li>Privacy and data controls<\/li>\n<li>No limits to the volume of data that you can send<\/li>\n<li>A FREE connection to BigQuery<\/li>\n<li>Automated tracking for certain types of events<\/li>\n<li>More built-in metrics<\/li>\n<li>A DebugView within the reporting interface<\/li>\n<li>Smarter insights<\/li>\n<\/ul>\n<h4><strong>Ok, I\u2019m ready for GA4, where do I start?<\/strong><\/h4>\n<p>Firstly, dual-tagging is the best way to approach GA4. Dual tagging simply refers to adding the GA4 tracking tag onto your website(s) in parallel with your existing Universal tracking tag. By doing this you are giving yourself the ability to access more historical data when UA is switched off in 2023, as well as more time to get used to the new UI and features of GA4.<\/p>\n<p>Secondly, properly configure GA4 so that you are collecting the data that is important to you. This will include setting up custom events. Whilst GA4 will automatically collect events without manual tagging, custom events will enable you to have a more meaningful data collection and analysis.<\/p>\n<p>Lastly, once everything is set up and data is starting to flow, start to slowly transition to the GA4. Get familiar with the UI, get a better understanding of all of the new features and they benefit your business. .<\/p>\n<p>For more sophisticated analytics implementations, it\u2019s always best to use a certified Google Analytics partner like XPON to help sunset Universal Analytics. To book a consultation or training session, get in touch with our to help sunset Universal Analytics.<\/p>\n<h4><strong>Start preparing for a future with GA4 with XPON<\/strong><\/h4>\n<p>Whilst you still have over 12 months before Google will sunset Universal Analytics, to guarantee a year-on-year comparison, your GA4 property will need to be set up before June 1, 2022, or October 1, 2022, for GA360.<\/p>\n<p>Ensuring your GA4 property is properly implemented is essential for a fully functional and integrated MarTech ecosystem. It will also enable your organisation to prepare for a privacy-first, 1st party data world.<\/p>\n<p>For organisations taking advantage of GA360, XPON can support by developing a clear roadmap towards GA4, with clear milestones for dual tagging, contract transition, and team enablement.<\/p>\n<p>As a full-stack Google Marketing Platform &amp; Google Cloud Partner, XPON Technologies helps make the entire process as smooth as possible and empowers your team to make the most out of GA4 in this ever-changing privacy-first world.<\/p>\n<p><a href=\"https:\/\/xpon.ai\/au\/?page_id=2699\">Get in touch with our team of experts today<\/a> if you have any questions or need support with your GA4 implementation or migration.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>How Google Will Sunset Universal Analytics 30-second summary: Both free and enterprise Universal Analytics properties will be deprecated in 2023 Free properties will stop processing hits on July 1st, 2023, Analytics 360 properties will stop processing hits on October 1st, 2023. Now is the time to configure your GA4 properties to take advantage of year-on-year [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":7740,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_yoast_wpseo_focuskw":"sunset universal analytics","_yoast_wpseo_title":"Google to sunset Universal Analytics in 2023%%sep%% %%sitename%%","_yoast_wpseo_metadesc":"Google will sunset Universal Analytics. GA4 will offer an opportunity for brands to rethink their measurement.","_yoast_wpseo_meta-robots-noindex":"","_yoast_wpseo_meta-robots-nofollow":"","_yoast_wpseo_canonical":"","_et_pb_use_builder":"on","_et_pb_old_content":"<p>The customer experience is one of the most critical factors determining any business's success. In today's digital age, customers expect a seamless and personalised experience, and companies constantly look for new ways to enhance it. One of the most exciting and innovative ways to achieve this is through augmented reality (AR).<\/p><p>AR technology allows businesses to superimpose digital information on the real world, creating a more immersive and interactive customer experience. This technology has the potential to revolutionise the way businesses interact with their customers, and companies are already using it to improve customer engagement and satisfaction.<\/p><p>One of the most popular ways that companies are using AR to enhance the customer experience is through the use of virtual try-ons. In the retail industry, this technology allows customers to virtually try on clothes, accessories, and makeup without needing to visit a store physically. This not only improves the shopping experience but also helps to reduce the number of returns. Companies like Sephora and L'Or\u00e9al have implemented virtual try-on technology in their mobile apps, allowing customers to see how different makeup looks on them before making a purchase.<\/p><p>Another way that companies are using AR to enhance the customer experience is through virtual tours. This technology allows customers to virtually explore a property, product, or event before making a decision to visit or purchase. Companies like Wayfair and IKEA have implemented virtual tours in their mobile apps, allowing customers to see how furniture looks in their homes before purchasing.<\/p><p>Similarly, real estate companies are using virtual tours to allow potential buyers to explore properties from the comfort of their own homes. AR is also being used to enhance the customer service experience. Companies like Lowe's and Home Depot have implemented AR technology in their mobile apps, allowing customers to view detailed product information, see how products look in different settings and even get virtual assistance from experts.<\/p><p>This not only improves the customer service experience but also helps to reduce the amount of time customers spend in the store searching for the right product. Lastly, AR is also being used to enhance the customer experience by creating more interactive and engaging advertising.<\/p><p>Companies like McDonald's and Coca-Cola have created AR-enabled ads that allow customers to interact with their products in a fun and exciting way. This improves brand awareness and encourages customers to visit their stores or websites to learn more about their products.<\/p><p>In conclusion, augmented reality technology has the potential to revolutionise the way businesses interact with their customers. From virtual try-ons to virtual tours, companies already use AR to improve customer engagement and brand loyalty.<\/p><p>As AR continues to evolve, so will the benefits. XPON futurist, Marcus Callon, suggests that \u201cAR and VR are only scratching the surface of its future capabilities, with easy-to-use XR storytelling technologies such as Holoscribe bridging the gap between content creators and marketers and immersive XR content.\u201d<\/p>","_et_gb_content_width":"","footnotes":""},"categories":[389],"tags":[433,441,394],"class_list":["post-7824","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-au","tag-analytics-measurement-au","tag-martech-au","tag-privacy-first-marketing-au"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v21.2 (Yoast SEO v21.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Google to sunset Universal Analytics in 2023| XPON Technologies | XPON Australia<\/title>\n<meta name=\"description\" content=\"Google will sunset Universal Analytics as the GA4 offering a unique opportunity for brands to rethink their measurement strategy. | XPON Australia\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/xpon.ai\/au\/wp-json\/wp\/v2\/posts\/7824\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Google to sunset Universal Analytics in 2023 | XPON Australia\" \/>\n<meta property=\"og:description\" content=\"Google will sunset Universal Analytics as the GA4 offering a unique opportunity for brands to rethink their measurement strategy. | XPON Australia\" \/>\n<meta property=\"og:url\" content=\"https:\/\/xpon.ai\/au\/resources\/google-to-sunset-universal-analytics-in-2023\/\" \/>\n<meta property=\"og:site_name\" content=\"XPON Technologies\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/xpongroup\/\" \/>\n<meta property=\"article:published_time\" content=\"2022-07-01T23:13:10+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-03-23T05:07:16+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/xpon.ai\/wp-content\/uploads\/2023\/03\/1648085293751.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"898\" \/>\n\t<meta property=\"og:image:height\" content=\"600\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Tim Lillyman\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@xpontech\" \/>\n<meta name=\"twitter:site\" content=\"@xpontech\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Tim Lillyman\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/xpon.ai\/au\/resources\/google-to-sunset-universal-analytics-in-2023\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/xpon.ai\/au\/resources\/google-to-sunset-universal-analytics-in-2023\/\"},\"author\":{\"name\":\"Tim Lillyman\",\"@id\":\"https:\/\/xpon.ai\/au\/#\/schema\/person\/bb087188eec15d033879c9bb00e6ccf8\"},\"headline\":\"Google to sunset Universal Analytics in 2023\",\"datePublished\":\"2022-07-01T23:13:10+00:00\",\"dateModified\":\"2026-03-23T05:07:16+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/xpon.ai\/au\/resources\/google-to-sunset-universal-analytics-in-2023\/\"},\"wordCount\":987,\"publisher\":{\"@id\":\"https:\/\/xpon.ai\/au\/#organization\"},\"keywords\":[\"Analytics &amp; 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