Google announces the end of its analysis tool

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Google's audience measurement services are constantly evolving to take into account the new expectations and needs of online businesses. This time, it's the Universal Analytics data collection service that is bowing out, in favor of a new tool: Google Analytics 4. If you manage your data via Universal Analytics, here's what you need to know before the fateful date of July 1, 2023.

A quick look back at Universal Analytics and how it works
Universal Analytics is, originally, a natural nigeria email list evolution of the Google Analytics audience measurement tool. The goal was simple: to take into account as much as possible the evolution of uses and to trace unique visitors as faithfully as possible. Arrived in beta version in 2013 and effective since April 2014, Universal Analytics has established itself in the landscape with three essential promises:

Succeeding in tracking people rather than visits: in fact, with the evolution of uses and the development of multi-device, it was becoming increasingly difficult to “track” unique visitors from one terminal to another.
Successfully tracking offline behaviors – in other words, in-store purchases, common loyalty card practices, call center calls, etc.