Universal Analytics was Google's established web analytics platform used to monitor user activity, such as pageviews and sessions, across websites.
People interested in digital marketing performance, website metrics, or data tracking often consult this information alongside documentation for current analytics tools.
External context
Because Universal Analytics stopped processing new data on July 1, 2023, users must migrate to a modern alternative. The service was originally launched by Google in November 2005 after acquiring Urchin and is designed to track both website and mobile app traffic.
Google Analytics Wikipedia contributors, “Google Analytics”, en.wikipedia.orgLicence01What it is and how it works
Universal Analytics used a session-based data model. When a visitor landed on a site, UA created a session identified by a first-party cookie. Each interaction — pageview, event, transaction — was recorded as a hit within that session. The system aggregated these hits into reports like sessions, users, bounce rate, and goal completions. For example, a user visiting three pages in one session generated three pageview hits under a single session ID. UA relied on JavaScript tracking code (analytics.js or gtag.js) that fired on page load. It also supported custom dimensions and metrics, but the underlying structure always centered on sessions and pageviews. This model worked well for traditional websites but struggled with cross-device journeys and privacy regulations.
Universal Analytics is the old version of Google Analytics that counted visits and pageviews. It stopped working in 2023.
02What to do about it
If you still have a UA property, stop depending on it for new data. The service stopped processing hits on July 1, 2023, and historical data will be deleted after July 1, 2024. Export your UA data now using the Google Analytics Reporting API or the built-in export to Google Sheets. For large properties, set up a BigQuery export before the deletion window closes. Replace all UA tracking codes with GA4 tags. Use Google's Setup Assistant in the Admin panel to create a GA4 property and migrate configurations. Review your dashboards and reports to switch to GA4 equivalents. Train your team on GA4's event-based model — metrics like 'users' and 'sessions' have different definitions.
03How it is measured or noticed
To check if UA is still active on a site, open the Real-Time report in the UA property. If no active users appear, the property is not receiving data. On the site itself, inspect the page source for a UA tracking ID starting with 'UA-'. If you see gtag.js or analytics.js with a UA ID, the old code is still present. In Google Analytics, the Admin panel shows the property type — 'Universal Analytics' or 'Google Analytics 4'. After sunset, UA reports only show historical data up to June 30, 2023. Any attempt to view newer data returns empty tables.
How the record puts it
Google Analytics is a web analytics service offered by Google that tracks and reports website traffic and mobile app traffic and events, currently as a platform inside the Google Marketing Platform brand.
04Common mistakes
- Assuming UA will continue to collect data after the sunset date — it will not.
- Failing to export historical data before Google deletes it in July 2024.
- Using UA reports to plan campaigns after July 2023 — they contain no new data.
- Confusing UA metrics (sessions, pageviews) with GA4 metrics (engaged sessions, views) without adjusting for definition changes.
- Leaving old UA tracking code on the site alongside GA4 code — this can cause double counting or data conflicts.
- Ignoring the need to recreate goals and segments in GA4 — they do not transfer automatically.
05Limits
Universal Analytics is fully deprecated. It does not apply to any new measurement needs. It is often confused with Google Analytics 4, but the two are separate products with different data models. UA also had inherent limits: data sampling in standard reports, a 10-million-hit-per-month cap for free accounts, and no built-in support for consent mode v2. It could not track cross-platform user journeys without complex stitching. For any modern analytics requirement — app + web tracking, privacy compliance, machine learning insights — UA is not a viable option.
06Worked example
A marketing manager opens Universal Analytics in November 2023 to review last month's campaign performance. The report shows zero sessions. They check the property's admin panel and see 'Universal Analytics' with a note that data collection stopped on July 1, 2023. They then export the historical data to a spreadsheet and set up a GA4 property. In GA4, they recreate the campaign tracking using event parameters and find that the new data shows 15% more engaged sessions than UA would have reported, due to different counting methods.
The entry above is written by GetLoopLoop. What follows is what independent catalogues hold about the same term — none of it is the source of this page.
- Also called
- Google Analytics 4, GA4, Universal Analytics, UA
- Developed by
- Part of
- Google Marketing Platform
- Kind of thing
- website, service on Internet, web analytics software
The same term on Wikipedia
Catalogued in 51 languagesFrequently asked questions
How is Universal Analytics different from Google Analytics 4?
Universal Analytics uses a session-based data model, while Google Analytics 4 uses an event-based model. Universal Analytics stopped processing new data on July 1, 2023, so GA4 is now the standard for tracking.
Should I create a new Universal Analytics property?
No, you should not. Universal Analytics is fully deprecated and no longer processes new data. Create a Google Analytics 4 property instead to ensure ongoing data collection.
How can I check if my website is still using Universal Analytics?
Open the Real-Time report in your Universal Analytics property. If you see active users, the tracking code is still firing, but no new data will be recorded after July 1, 2023.
Is Universal Analytics still collecting data?
No. Universal Analytics stopped processing new data on July 1, 2023. Any data you see after that date is from before the sunset or cached.
What happens if I keep relying on Universal Analytics for new data?
You will lose the ability to track new user interactions and pageviews. Your analytics will become outdated, and you'll miss critical insights for decision-making.
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Asked out loud
spoken, not typedThe same term in the words somebody uses speaking to an assistant rather than typing into a box — written from the situation, which is why each one carries the situation it came from.
Your dashboard is likely connected to a Universal Analytics property, which stopped processing new data on July 1, 2023. You'll need to switch to a Google Analytics 4 property to see current data.
Their site was probably using Universal Analytics, which was sunset on July 1, 2023. No new data has been collected since then. You should migrate them to Google Analytics 4.
Yes, the old data likely came from Universal Analytics' session-based model, while new data comes from GA4's event-based model. They use different counting methods, so direct comparison isn't accurate.