Google Sets Deadline for UA Data Access and Introduces UA3 for Analytics.

Google Analytics will stop collecting data in Universal Analytics on July 1, 2023, but users will still have access to their data until July 1, 2024. Google Analytics 4 accounts will be created for those on UA who have not created them yet. After the sunset, users will have Viewer access to historical data and reports in the user interface but not Editor access. Advertisers may have to explore alternative solutions or upgrade to Google Analytics 4, which offers more advanced features for cross-device tracking, machine learning, and privacy controls.