Digital Marketing

Rest in Pieces: Universal Analytics

We couldn’t mark the passing of Google’s Universal Analytics without a short farewell from the Herdl team. Universal Analytics (GA3) was a staple tool for us over 10 years, before the sunsetting last year and eventual cut-off on July 1st 2024.

There’s been a mixed reaction among digital marketers since the initial announcement, and even some backlash over GA3’s successor, GA4. Many people within the industry will have spent countless hours within Universal Analytics, and so moving to a new digital analytics tool felt quite daunting at first. However, after many improvements, lots of resistance and eventual cut-off, the transition to GA4 is finally complete. Over the past couple of years, we’ve had to go through re-training ourselves on a completely new tool and understand the intricacies of its new reporting model.

The recent shut down saw Google completely remove all data from Universal Analytics properties. The properties and views still seem to exist at the time of writing but contain no information. We’ve been busy over the last few months backing up our client’s data to ensure we have a record of historical progress.

So, to Universal Analytics, we bid your farewell 👋

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