Google issued a reminder that it will discontinue all Universal Analytics (UA) services and APIs on July 1st.
As Google Analytics 4 (GA4) properties completely replace UA, access to UA properties through the Google Analytics interface and APIs will no longer be available starting in July.
If you haven’t fully migrated to GA4 properties, Google recommends following the migration guide to start the transition as soon as possible.
Why we care If you don’t download or export your data before the AU sunset completely, it will be permanently deleted by Google and unfortunately cannot be recovered, which could affect campaign performance.
Exporting your data. To maintain access to your data from your UA property, follow one of the methods described in the Google Analytics Help Center. If you plan to use the BigQuery integration to export historical data from your Universal Analytics 360 property, Google recommends that you begin this process immediately.
What is changing? When the Universal Analytics Services are stopped, you will not be able to access or use any data or settings through integrations from advertisers, publishers or other products. For example:
After Universal Analytics services are terminated, new conversions, including goals and e-commerce transactions, will no longer be measured. This includes conversions within linked advertising accounts. This change could affect the performance of ad campaigns, especially if these conversions are used in conjunction with Smart Bidding strategies. Universal Analytics audience lists will be closed. This shutdown could affect the activation and performance of ad campaigns that rely on these lists for targeting. API requests associated with Universal Analytics properties will fail. This includes requests to delete data from Universal Analytics using the User Deletion API. Consequently, tools that rely on this API, such as Looker Studio, will not display any Universal Analytics data. You can request BigQuery export and populate historical data from Universal Analytics 360 properties until June 30th only. Any data that is already exported will remain accessible in BigQuery. Attribution projects that are part of attribution (beta) in Google Analytics will be deleted.
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deep dive Read Google’s step-by-step guide GA4 Migration Guide for more information.
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