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Universal Analytics Makes Way for GA4

Google is making significant changes to its Analytics software in 2023, with Universal Analytics now making way for Google Analytics 4. On July 1, 2023, the standard version of Google Analytics will stop processing new data, and GA4 will be the go-to solution for website activity monitoring. With web browsing habits having changed over the past few years, GA4 is able to measure data across both websites and apps. As part of our digital marketing strategies here at CCM, we’re always up to date with the latest web analytics programmes, using them to provide insightful data about your business’ online activity.

Why is Google Analytics Changing?

Google believes that the old Universal Analytics is obsolete, due to its inability to deliver insights of activity across different platforms:

“Universal Analytics was built for a generation of online measurement that was anchored in the desktop web, independent sessions and more easily observable data from cookies. This measurement methodology is quickly becoming obsolete.“

It’s clear that as users shift from desktop browsing to app-based activity, Universal Analytics is no longer fit for purpose. GA4 is able to operate across multiple platforms, using an event-based data model and without relying solely on cookies.

What are the Benefits of GA4?

Google Analytics 4 has range of benefits, and is designed to meet a number of key business objectives. It also offers increased privacy protection compared to its predecessor, something that is now extremely important to many web users. Additional benefits offered by Google Analytics 4 include more valuable and actionable data, and insights across the complete customer lifecycle.

Analytics with Cobalt Cat Media

At CCM, we’re experts at using Google Analytics to analyse our clients’ website domains, providing helpful insights on web activity. For more information about our wide range of digital marketing services, contact us today on 01625 453 050 or email us at

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