Universal Analytics for Google

Posted on February 10th, 2023 by nms

Google has announced that its Universal Analytics (UA) property will no longer collect data by July 1, 2023. It has sparked much discussion about what will replace it and how Google’s new analytics tool, Google Analytics 4 (GA4), fits in. 

What is Universal Analytics?

They initially rolled out universal Analytics in 2012. It was a giant leap forward for marketers and businesses that wanted to gain insights about their users and customers. Universal Analytics allowed them to track and analyze data from multiple sources such as websites, mobile apps, and server-side applications. It enabled them to understand the customer journey and track conversions across multiple channels. 

They considered UA a step up from Google Analytics since it included enhanced data collection capabilities, such as cross-domain tracking and the ability to send custom dimensions and metrics. It also allowed marketers to use advanced segments and create better user profiles using User IDs.

Users can continue collecting new data until July. Afterward, the data will remain accessible for at least six months. Google encourages UA users to export historical reports within the timeframe and to migrate to Google Analytics 4 (GA4) for data collection.

Universal Analytics vs. Google Analytics 4

Google Analytics 4 is the latest version of Google’s analytics platform and will likely replace Universal Analytics. It has many new features, including an AI-powered insights engine and event-level tracking, allowing users to get more granular information about their customers’ journeys on their website or app. It can work with machine learning models so businesses can understand user behavior and take appropriate action. 

GA4 also has features similar to Universal Analytics, such as data collection from multiple sources, user segmentation, and reporting capabilities. However, GA4 is more potent regarding the granular data it can track and analyze. In addition to traditional metrics, such as pageviews or time on site, GA4 offers more advanced insights like customer journeys across platforms and devices or how users interact with different elements of a website or app.

What It Means for Brokers and Agencies

The launch of the GA4 platform has caused a stir among the analytics community, as it ushers in an entirely new set of capabilities and features for digital marketers. GA4 is more than just an update to the existing Universal Analytics; it’s a complete overhaul of Google’s analytics offering that promises to revolutionize how we measure web performance.

For agencies, this means being able to create tailored and granular insights into their clients’ businesses like never before. GA4 offers many features to help agencies support their clients’ marketing goals in the highly competitive business landscape.

For insurance brokers, specifically, GA4 can help you better understand your customer personas, track how customers interact with your website, and measure the success of your marketing campaigns. It’s best to stay competitive with an agency that knows the insurance industry and stays updated on the latest techniques for search strategy and keyword diversity


Google Analytics 4 will replace Universal Analytics as the go-to solution for analytics and insights. All businesses, including insurance brokers, should immediately upgrade to the new system. Work with a trusted expert in marketing for insurance agencies to ensure a smooth transition.

About Agency Tsunami

Agency Tsunami is the digital marketing division of Neilson Marketing Services, who has provided the insurance distribution sector with innovative marketing and communication solutions for over twenty-five years. With our Agency Tsunami program, we have implemented an integrated marketing strategy that includes optimized, professional websites supported by high-quality SEO and Social Media for hundreds of insurance retailers and wholesalers. Our goal is to help your insurance business perform and generate new opportunities. Give us a call at (800) 736-9741 to learn more about how we can do that for you.