Google warns Universal Analytics 360 users to migrate to GA4 "urgently"

Google issued an urgent notice to Universal Analytics 360 users, reminding them to migrate to Google Analytics 4 (GA4) and complete a historical data export by March.

Why we care Failure to take action within the next two weeks could result in the loss of critical advertising capabilities.

next steps If you are a UA360 user, Google advises that you take the following steps before the end of February to ensure a smooth transition to GA4.

Migrate Google Ads links from your Universal Analytics property to your GA4 property and do one or both of the following in your Google Ads account: Import Google Analytics 4 conversions and switch to bidding instead of the corresponding Universal Analytics conversions. Add Google Analytics 4 audiences to a campaign or ad group (for remarketing). Export historical data.

GA4 sunset. After July 1st, you will not be able to access any UA properties or API (not even with read-only access) and all data will be deleted. Google advises to migrate to GA4 in March so you have three months to validate your data and settings.

While the standard sunset took weeks to complete, the complete shutdown of the AU will occur within a week.

Why does GA4 replace UA? Google cited the “constantly changing technology and regulatory ecosystem” as a driving force behind the mandatory migration from UA to GA4. The search giant developed this new analytics platform to meet evolving technological and regulatory demands, ensuring compliance and functionality in today’s landscape.

What Google says. Google Ads Liaison Office said Ginny Marvin X:

“If you are a UA360 user, please act urgently to migrate to GA4. If you do not migrate by March, you will lose critical advertising capabilities that will no longer be supported by UA360 for affected traffic in the EEA.”