Universal Analytics Celebration of Life

By now you’ve heard the news— Google is putting Universal Analytics (UA) to rest and replacing it with the new and improved version, Google Analytics 4 (GA4). As of July 1, UA will no longer process data. Our team is excited to ring in this new era of event tracking-focused analytics, but we feel it wouldn’t be right to just move on without properly honoring UA’s purpose, service and, well, life! So we’re throwing a celebration of life to bid Universal Analytics adieu. As the wise words go, “don’t cry it’s over, smile because it happened.”