Google Analytics Universal will retire in July 2023 – SEO & Engine News

Google announced a few days ago that the old “Universal” version of Google Analytics would be abandoned in July 2023 in favor of the new version of the audience measurement tool, GA4. A decision that comes after having learned of the CNIL’s desire to make Analytics illegal in France…

Is this good or bad news? Still, Google announced a few days ago that the “Universal” version of its Analytics audience measurement tool will be discontinued in July 2023, in favor of the new version, GA4.

This decision is certainly not unrelated to the decision of the CNIL to make Analytics, in its current form, illegal in France. Perhaps, in the mind of the Mountain View firm, it will be easier to make GA4 compatible with the GDPR (and other laws, in particular European) than keeping available – and therefore compatible – two versions of the same product in parallel.

GA4, a divisive version

Exit the old Analytics in just over a year. This will not make website editors smile, who initially tested GA4 and quickly came away with the lack of intuitiveness and the major changes offered by this new version. Of all those who tested GA4, how many found it better than – or even similar to – its predecessor? Of all the people we met, none. How many were discouraged by this new version? Many ! Our experience does not have the value of a scientific study, but it is clear that GA4 is very far from being unanimous. However, it will have to be done. After all, is it the fact that he is so different from Universal’s points of view that puts us off, strongly breaking our habits and our almost daily reflexes? It’s possible. That said, as far as the intuitive side is concerned, the teams that worked on GA4 still didn’t rock the boat, it must be said, especially when moving from one version to another on such a tool. used…

Are there really obvious alternatives?

That said, we have to face the facts: there is no similar solution on the market today, or at least with the characteristics requested by 90% of Google Analytics users: free, fairly simple to use, intuitive enough to be quickly understood and implemented, offering easily configurable statistics, even if we only use it – like most people, including us – at 5 or 10% of its capacity. There are tools on the market that are inexpensive but not easily usable (at least that’s our opinion after testing some like Matomo), or overpriced suites that do not concern the lambda website editor and are rather oriented large accounts with very specific needs.

We can also ask ourselves the question of the absence of platforms and CMS on this market. After all, why doesn’t a tool like WordPress offer even a simple audience measurement system by default? Wouldn’t that be consistent? And, in the case of WordPress, it would solve the problem for about a third of the websites on the planet… Same for most of its “colleagues”… Why has no website building platform ever launched in this niche? If some of our readers have an answer to this question, we’re all ears…

Yes, we will definitely switch to GA4 in the future!

So yeah, definitely going to have to upgrade to Analytics G4 and after all, maybe it’s not that hard of a mountain to get over. Because we can imagine that the regulatory problems will be fixed in the more or less long term. The stakes are too high. That said, it may be interesting to set up double tagging (Analytics + another tool) on your website right now, so as not to have any unpleasant surprises in the coming months and not to find yourself stuck in water in the event of a disaster scenario…

And it’s definitely time to get on GA4 without waiting on the other hand. And for that (advertising mode ON), don’t forget that Formaseo offers excellent training on Google Analytics – Universal and GA4 – offered by specialist Vincent Lahaye. (advertising mode OFF). Ah sorry, we couldn’t let it pass, this occasion… 🙂

Google Analytics seen by Google. Source: Google

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