Most marketers can still use their Universal Analytics accounts as usual.
Despite warning advertisers that the tool would be replaced by Google Analytics 4 on July 1, UA is still processing data as usual for most people.
Why we care Vendors were reluctant to switch from UA to GA4, even though Google insisted it was enforcing the migration. Although the industry was given more than a year’s notice, many were unprepared for the sunset deadline and have been struggling to understand how to navigate GA4. With this in mind, it will be a guarantee that the UA is still processing data, but it is unlikely to be for a long time.
What is happening? While it appears that most sellers can still access real-time data as usual in the AU, some have reported seeing new warning messages in their accounts. It reads:
“This property is scheduled to stop processing data very soon.” “Any conversions and audiences you use with Google ad campaigns will stop working.” “To avoid serious disruption to your ads, book a free support session to complete your migration to Google Analytics 4 today.”
Meanwhile, others have confirmed to Search Engine Land that UA has already stopped processing data from their accounts. James Brockbank, CEO of Digitaloft, told us:
“I can still live view this AU property, but now it’s no longer tracking data. “This has been showing as 0 (same on a few properties on a few different sites) from midnight to the time zone of the properties. Everything has been presented until today.”
For those still using UA instead of GA4, it looks like their accounts may very well be on borrowed time.
What did Google say? On July 1, Google released a statement about Twitter and the Analytics Help Center to explain why some people may still have access to their UA data com. The seeker indicated that the sunset was unfolding in phases. He said:
“This won’t happen overnight, so some Universal Analytics properties may continue to process data.” “However, all properties have now been added to the queue, and those that have not completed the update will be rolled out.” Google Analytics 4 is our next generation measurement solution and has replaced Universal Analytics. “Standard Universal Analytics properties have stopped processing new data. To keep measuring your website, you will need a Google Analytics 4 property.” “We strongly recommend that you make the switch to Google Analytics 4 as soon as possible. If you use Universal Analytics data in your Google Ads account, be sure to migrate your Google Ads links from your Universal Analytics property in your Google Analytics 4” property.
Chronology The shutdown of Universal Analytics is taking place in the following stages, with the final phase set for July 2023:
March 2023: Google automatically created a GA4 property for sellers who did not turn off the automatic property creation option. Where possible, existing site tags have been used.
July 2023: UA stops processing requests, including standard properties for accounts that also contain 360 properties. Sellers still have access to previously processed data in their UA property until July 2024.
July 2024: All sellers, even those with 360 properties, will no longer have access to the UA API and UI.
Deep dive: For more information on how to migrate to GA4, read “Learn how to make the switchguide
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