Google will stop supporting Universal Analytics from 1 July 2023. As a result, all users will be forced to switch to a newer version – Google Analytics 4.

Google has already started automatically converting GA3 (or Universal Analytics) properties to GA4, forcing their clients to begin adapting GA4. 

The difference between new and old versions of Google Analytics is huge since Universal Analytics is sessions based, while Google Analytics is event-based. And underway the feedback of users who started implementing GA4 could be better since the product is relatively new, which means it needs some features and has some bugs. 

Together with the new version of Google Analytics, another main change in the world of tracking is server-side tracking. Server-side Google Analytics 4 (GA4) has several benefits over traditional client-side tracking. 

Here are some of the key benefits of server-side tracking:

1. Improved data accuracy: Server-side tracking ensures data is collected and processed. It eliminates discrepancies caused by ad blockers, client-side scripts, and other monitoring issues.
2. Better user privacy: Server-side tracking allows you to maintain user anonymity, protecting users’ personally identifiable information (PII) and adhering to privacy regulations like GDPR and CCPA.
3. With server-side tracking, you have greater control over the data you collect and how you use it. For example, custom data streams can track specific events, user behavior, and other data points.
4. Integration with other data sources: Server-side tracking can be integrated with other data sources, such as customer relationship management (CRM) systems, to create a complete view of user behavior and improve analytics insights.

Overall, server-side Google Analytics 4 provides more accurate, secure, and customizable tracking options that can help you improve your analytics insights and make better business decisions.