Google Analytics 4 is preparing to become the tool of the future
Google Analytics continues to put user privacy first. After introducing GA4 two and a half years ago, to address evolving measurement standards, Google announced the discontinuation of the uk number for whatsapp Universal Analytics service: the previous version of the platform.
All standard Universal Analytics properties will stop processing new data hits on July 1, 2023, and Universal Analytics 360 properties will cease processing on October 1 of the same year.
While Universal Analytics offers a wide variety of privacy controls, Google Analytics 4 is designed to keep privacy at its core , providing a better experience for users and customers, as there will no longer be any storage of IP addresses .