Universal Analytics will be discontinued in summer 2023

Insight into historical data is also discontinued.

As Google has announced, Universal Analytics will be discontinued on July 1, 2023. Allegedly, access to data will not be granted for more than six months beyond this date.

Presumably, Google wants to force the change to Google Analytics 4 and thus keep the pressure high to switch as early as possible.

Are you still using Google Analytics? Then you should indeed become active. Take a look at the new Google Analytics version and what this product might have in store for you and your field of application. But maybe it’s also a good time to check out the now numerous alternatives.

In addition to lalalytics, there are now many other offerings (e.g. plausible.io or matomo.org), which in most cases offer better data protection for you and your visitors than would probably be the case with a Google solution.