Universal Analytics is still processing data one month after Google advised it would sunset.
The search engine had warned that everyone would be forced to migrate over to Google Analytics 4 by 30 June 2023 or else they would lose the ability to track the performance of their websites and campaigns.
However, a month later, it looks like many marketers can still use their UA accounts as usual.
Why we care. The majority of marketers did not embrace the enforced migration to GA4 and many have found the new system difficult to use with complaints raised around its user interface, a lag in data and data discrepancies.
