Google released Google Analytics 4 (GA4) back in October of 2020.
These days, when you go to create a new Google Analytics account (not login per se but the "account" that forms the basis for setting up the property etc) you will be pushed towards setting up Google Analytics 4 by default.
This post isn't a debate on the pros and cons of GA4 versus the old "Universal Analytics". That is for another time.
However, if you want to set up a Universal Analytics property it can be challenging to work out how to do so.
In this short article I'll show you how to still set up Universal Analytics ("old school" Google Analytics) even when Google is pushing you towards GA4.
For the purposes of this article I'm assuiming you have already set up at least one account on Google Analytics in the past, and you are therefore starting from the position of having an existing Google Analytics login.
The first step is to follow the process to create a new account:
From there, you need to follow the steps to add a new account name and select your data sharing options.
Under the next step (Step 2 - "Property Settings") you need to click on 'Show advanced options' as per the following image:
Now toggle the option to 'Create a Universal Analytics property':
Now all you need to do is "fill in the blanks" such as the Website URL.
You can choose to create both a GA4 and UA property (this is the 'default' choice) but you may wish to create only a Universal Analytics property, in which case check the bottom radio button.
You can then proceed to the next steps of the process, and enjoy your new Universal Analytics property.
I can't guarantee this option will exist forever. Google has a track record of forcing you to do things you don't necessarily want on their platforms (e.g. sunsetting Expanded Text Ads in 2022).
However, for now (as of September 2021) this option works well.
If you have any questions please let me know. You can leave a comment below, or email me any time on email@example.com