Google has announced that it is deprecating Universal Analytics in favor of Analytics 4. The tool, the company claims, has more power to measure many different types of data, providing new analytics capabilities, in particular through machine learning.
Analytics 4 is supposed to be a cross-platform analytics solution. The move away from Universal Analytics will begin next year. All standard Universal Analytics resources will stop processing new cases on July 1, 2023. Given that the new Analytics 360 experience was recently introduced, Universal Analytics 360 resources will receive an additional three months of processing new cases until October 1, 2023.
Universal Analytics was built for a generation of online measurements that were tied to the desktop web, independent sessions, and more easily observable data from cookies. Google noted that this measurement methodology is rapidly becoming obsolete. Meanwhile, Analytics 4 is cross-platform, doesn't rely solely on cookies, and uses an event-based data model to provide user-centric measurements. It is noted that the platform is developed taking into account privacy requirements, the company claims. So, Analytics 4 will no longer store IP addresses.
Google said that the platform will allow:
get a complete view of the customer life cycle with an event-based measurement model that is not fragmented across platforms or organized into independent sessions,
Increase your ROI with data-driven attribution by giving attribution credit beyond the last click. analysis can be exported to Google Ads and Google Marketing Platform,
Measure engagement and conversions in a business-driven way with new country-level privacy controls
generate complex predictive data about user behavior and conversions using machine learning, create new user audiences,
get integration with Search Ads 360 and Display&Video 360,
customize the structure of resources in accordance with the needs of data management.
Analytics 4 has up to 125 custom dimensions, 400 audiences, and 50 conversion types per resource. Most features have legal service agreements (SLAs), including data collection, processing, reporting, and attribution.
Previously, Google stopped connecting new users from Russia to the Cloud service. The company also suspended the operation of existing accounts of Russians in the AdSense advertising network and banned the registration of new users there. Appropriate restrictions were introduced for AdMob and Google Ad Manager.
bbabo.Net