If you have been using Google Analytics for some time, you’ve likely been using Universal Analytics. Most Google Analytics accounts set up before October 2020 were created in Universal Analytics.  Google has been making the shift to Google Analytics 4 (GA4) which provides different metrics and has a different user interface. 

Starting July 1, 2023 Universal Analytics will no longer be available. We advise our clients to start getting used to GA4 as soon as possible to make sure the transition is smooth.

Six months after July 1, 2023, you might lose access to previous historical data. Making the switch sooner rather than later means you’ll be able to start capturing the historical data you need. 

Before you make the switch, consider exporting your data so you have a copy. Eventually, you will lose access to Universal Analytics.

If you're a client with Digital Bridge and have a Google Analytics account, we will be in touch in the coming months, or you can contact us with any questions.