Google has made recent announcements that Universal Analytics will be replaced with Google Analytics 4 in 2023, which is believed to be their “next-generation measurement solution” [1]. This means Universal Analytics will shut off and no longer exist causing a huge problem for any organizations still using Google Analytics. An estimated 90% of all data that a business has collected will be lost. Combined with the fact that everyone has rejected their FLoC alternative already it seems less and less likely Google will be able to deliver ads very effectively as their entire system is based on tracking individuals over multiple sites for 30 days based on individual data.
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The phaseout of Google's universal analytics
Since its debut in 2005, Google Analytics has undergone considerable adjustments to better meet the needs of the ever-evolving marketing industry. However, Universal Analytics continues to collect data from third-party cookies and is still dependent on interactions with desktop users.
Cookies are a tool that businesses use to study their consumers' demographics, online behavior, and other factors using Universal Analytics. Google, on the other hand, employs third-party cookies to collect data and keep tabs on every web visitor, giving businesses useful website analytics.
And in March this year, Google announced that it would no longer be processing new hits for its baseline Universal Analytics properties from July 1, 2023. They also disclosed that Google Analytics 4 (GA4) will eventually replace Universal Analytics (1).
Universal Analytics will soon disappear in Google platform
What is going to happen after the phaseout?
- Users will have access to the previously processed data in their Universal Analytics for at least six months following July 1, 2023.
- Before the beginning of 2023, the Setup Assistant will build a new Google Analytics 4 property for users if they are new to this. GA4 shares some basic features with its cousin Universal Analytics, such as goals/conversions and Google Ads links.
- Since its debut, GA4 seems to bring more complexity to customer journeys, and an increase in channels, yet it still comes with threatening cookie-based analytics.
- Google will soon announce a date when the Universal Analytics properties will be discontinued. After this date, users are not allowed to access any Universal Analytics data via the API or view their reports in the Analytics interface.
Will Google Analytics 4 no longer use third-party cookies?
In its announcement, Google noted that GA4 offers user-centric measurement, works across multiple platforms, and doesn't rely solely on cookies. It also uses an event-based data model. Yet, nothing is 100% certain until it is put into practice.
Two years ago, a significant Google event became the talk of the IT industry. In January 2020, Google Chrome published a notification announcing its decision to stop using third-party cookies (2). Google outlined how this strategy was developed to improve web privacy. Users will now have access to more precise browser cookie limits, as they previously mentioned. Sounds like what Google Analytics 4 delivers on its promises and guarantees.
However, since that announcement, Google has TWICE postponed the implementation of this plan, confusing all users. The first delay happened in 2021. And recently, Google's CEO just revealed that the plan would be postponed until 2024 (3). Is the promise that GA4 won't use third-party data postponed as well if Google Chrome's legalization hasn't happened yet?
After many delays, can we still trust Google on its GA4’s announcement?
AesirX Business Intelligence (BI) & Analytics - Perfect Alternatives
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AesirX analytics solutions are Open-Source tools that only ever collect, store, and analyze business insights in a compliant and privacy-first manner, which means NO third-party tracking cookies. These solutions respect client privacy and are in 100% compliance with GDPR and other laws.
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References:
(1) Google’s Help Center. Universal Analytics will be going away. Last updated: October 27, 2022.
(2) Chromium Blog. Building a more private web: A path towards making third party cookies obsolete. Tuesday, January 14, 2020.
(3) Jennifer Elias, CNBC. Google delays cookie-cutting to 2024. Wednesday, July 27.
