Google announced this week that it will be sunsetting Universal Analytics (UA), also referred to as Google Analytics 3 (GA3), on July 1st, 2023. It will be replaced with the currently released Google Analytics 4 (GA4), which promises to change the advertising process using AI. Historically, we marketers have concluded that Google's AI is far from perfect. In reality, the death of UA means less detailed reporting, less access to data, and more reliance on Google for insights. This slap in the face from Google also comes with an expiration date for all UA implementations of analytics. Starting July 1st, 2023, no further data will be collected from GA3 accounts, including page hits. This forced change to the new platform will reverberate through many online industries.

In this week's Digital Marketing Mondays, Hans and Devin discuss this major change in depth and outline some high-priority tasks you'll want to complete before Universal Analytics is retired.