Upgrading to Google Analytics 4

Estimated reading time
5 minutes
Google Analytics website open on a laptop screen.

Google announced their legacy or "classic" version of analytics, Universal Analytics (UA), is sunsetting on July 1, 2023, and will be replaced by the latest Google Analytics 4 (GA4) platform. In addition to better features, GA4 is designed with privacy in mind as it will no longer store IP addresses. The new platform will provide granular controls (to help you comply with several data regulations) and data collection (such as more detailed conversion measurements by using events and parameters) to better serve organizations and website users. Below we have answered some frequently asked questions about making the switch from UA to GA4.