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If you use Google Analytics you may already have received one or more emails notifying you that Universal Analytics is being discontinued (or sunsetted in tech bro parlance) and will no longer operate after July 1, 2023. According to Google; 

The new, more intelligent Google Analytics experience is here. This next generation of Google Analytics will take your digital analytics to a whole new level by delivering the essential customer insights that you need in a privacy-safe way. In order to experience this new Analytics, you will need to upgrade to Google's latest tagging solution.

By updating your current Google Analytics tag (analytics.js) to the Google tag (gtag.js), not only will you have access to the new Analytics, you will also benefit from:

• Privacy-focused measurement: Benefit from Google's advanced modelling technology, to fill gaps in your understanding of customer behaviour when cookies and other identifiers aren't available, without compromising user privacy.
• Code-less tag management: Turn measurement features on and off within your Google Analytics account without having to manually change tags on your page.
• Faster and easier integration: Seamlessly implement and integrate with other Google products, such as Google Ads and Google Optimize.

You can find the Google tag (gtag.js) in your Analytics account and implement it directly on your website.

Note: if you already use Google Tag Manager, no action is needed. Use the Tag Assistant tool to verify and troubleshoot your tag setup.

If you have a hosting and maintenance plan with Propeller this will already have been taken care of. If you are not on a maintenance plan but do have a Craft CMS or Shopify website and would like us to upgrade your Google Analytics to the new Google Analytics 4, please get in touch.

Alternatively if you would like to explore other less-invasive website analytics options such as Fathom, Matomo, or Plausible, enquire with Propeller now.