- Date
- October 14, 2020
- Kind
- Product launch
- Significance
- High
On October 14, 2020, Google announced “the new Google Analytics” in a post by Vidhya Srinivasan, then vice president and general manager for buying, analytics and measurement in Google Ads. Google described a redesigned analytics platform built around machine learning and measurement across websites and apps.
The migration that followed
- The new product became Google Analytics 4 (GA4) and replaced Universal Analytics, the version most sites had used for years.
- Google announced in March 2022 that Universal Analytics would stop processing new data on July 1, 2023, and it did. Google extended the deadline for Universal Analytics 360 properties to July 1, 2024.
Why it matters
It replaced the analytics product most sites had used for years with one built on a different data model, which meant marketing teams had to rebuild their web measurement.
What happened next
Universal Analytics stopped processing new data on July 1, 2023 (July 1, 2024 for 360 properties), leaving GA4 as Google's analytics product.