“Google Analytics 4 was the perfect choice in understanding and improving our new e-commerce app.” Maxwell Petitjean, Head of Product Insights claimed.
After the release 2 and half years ago to address these changing measurement requirements and help businesses prosper, Google Analytics' new update ensures businesses must negotiate new obstacles to understand their customers' complicated, multi-platform journeys in today's measuring market, all while preserving user privacy.
Google Analytics 4 provides a solid analytics experience that is built for the future, with the ability to measure a wide range of data types. It enables organizations to view unified user journeys across their websites and applications, as well as to leverage Google's machine learning technology to surface and forecast new insights. Most crucially, it's engineered to keep up with a dynamic ecosystem.
According to Russell Ketchum, Director and Product Management of Google Analytics, the previous iteration of Analytics, Universal Analytics, will be phased out next year. On July 1, 2023, all standard Universal Analytics properties will stop processing new hits. Universal Analytics 360 properties will receive an additional three months of new hit processing, ending on October 1, 2023, due to the recent introduction of the new Analytics 360 experience.