RIP Universal Analytics

March 7, 2023

written by
Andrew Levine




Dear friends and colleagues,

We gather here today to bid farewell to our dear friend and colleague, Universal Analytics. It is with a heavy heart that we say goodbye, but we must remember that all good things must come to an end. And in the case of Universal Analytics, it was a good thing. Well, mostly good.

Universal Analytics was a trailblazer in its time. It provided us with valuable insights into user behavior and helped us make informed decisions about our digital properties. It was a great companion for many years, but let’s be honest, it was starting to show its age. Sure, its interface had a lot of work done to it over the years; but even the average Beverly Hills resident would have to admit that Universal Analytics had one facelift too many … at least! 

As we look back on our time with Universal Analytics – spanning over a decade, we can’t help but chuckle at some of the quirks and idiosyncrasies it had. Remember when we had to set up goals and events manually? Or when we had to deal with sampled data and limited customization options? Ah, those were the days.

But we must also remember the good times. Universal Analytics helped us understand our users and optimize our online presence. It gave us insights into user behavior that we wouldn’t have been able to uncover otherwise. It was a great tool, and we’ll always be grateful for its contributions.

Now, as we welcome Google Analytics 4 into our lives – who we affectionately call GA4, we look forward to the new possibilities it brings. GA4 offers real-time data, cross-device tracking, and more comprehensive data analysis. GA4 is the future, and it’s here to take us to new heights. With its advanced machine learning capabilities, focus on privacy and cross-device tracking, GA4 is ready to help us navigate the ever-changing digital landscape. GA4 is a new paradigm of thought, focusing on good user behavior instead of bounce rates. GA4, we’re excited to see what you can do.

So here’s to Universal Analytics, our dear departed friend. We’ll miss you, but we’ll always remember the good times. And here’s to GA4, our new companion. May our journey together be fruitful and full of insights.



The 300FeetOut Team


PS. Need help to prepare for the change?  Want to make sure you don’t lose any of your historical site data? Drop us a line.