> Universal Analytics was built for a generation of online measurement that was anchored in the desktop web, independent sessions and more easily observable dat

> Universal Analytics was built for a generation of online measurement that was anchored in the desktop web, independent sessions and more easily observable data from cookies. This measurement methodology is quickly becoming obsolete. Good riddance, but also, it seems like we'll be in a constant battle with privacy-invading trackers across apps, web, and 'smart' appliances. There are mentions about better privacy controls, and not storing user IPs, but IP addresses haven't been as useful for the past few years. It seems the biggest changes will be to appease businesses who've been dropping out of the Google Analytics ecosystem due to privacy laws in many countries/states. > All standard Universal Analytics properties will stop processing new hits on July 1, 2023, and 360 Universal Analytics properties will stop processing new hits on October 1, 2023. It looks like this is a forced upgrade, with a little over a year to move.