Feathr Data and Google Analytics 4

2024 Update 

According to Google, on July 1, 2024, all Universal Analytics data will be deleted permanently. Universal Analytics stopped processing data on July 1, 2023, and that data will no longer be accessible anywhere (Google interface or API) beginning July 1, 2024. 

Read Google's help center article for details about exactly what is deleted as well as details on the migration timeline.

Use this guide from Google to switch from Universal Analytics to GA4 if you have not already done so.

2023 Changes

July 1st, 2023 marked the end of Google's Universal Analytics and the launch of Google Analytics 4, also known as GA4.

Like Universal Analytics, GA4 is an analytics service that collects and analyzes data about web traffic. GA4 represents a new kind of property that may impact certain website metrics you're used to seeing if you're a user of Universal Analytics, but it will not impact Feathr's data collection, nor will it make Google Tag Manager obsolete. 

As long as placement of the Google Tag Manager remains, Feathr's data tracking will be unaffected. If there is movement of existing GTM containers, or new containers are created to accommodate the GA4 change, feel free to reach out to Feathr support to confirm that tracking is functioning as expected.

For more information about the differences between Universal Analytics and GA4, please refer to Google's own documentation.