Google to Turn Off Universal Analytics

Google is ending Universal Analytics, the longtime web analytics platform, in favor of Google Analytics 4 (GA4), marking a significant shift in data analytics tools.
Why it matters: For businesses relying on Universal Analytics, it’s crucial to act swiftly. Access to Universal Analytics data and its interface will cease on July 1, 2024, with all data being permanently deleted thereafter.
The transition to GA4: GA4 represents Google’s move towards more privacy-centric and adaptable analytics tools. Despite its advancements, reception among search marketers has been mixed, with some expressing dissatisfaction.
Key details:
• Universal Analytics properties are identified by tracking codes starting with “UA-“.
• GA4 properties have been automatically set up for users since March 2023.
• Features like real-time reports and certain advertising capabilities have already been phased out.
• Historical data such as bidding, audience, and conversion data from Universal Analytics will no longer be accessible after July 1.
What to do:
• Export Universal Analytics data before July 1, 2024.
• Set up and configure a Google Analytics 4 property if not already done.
• Transition Google Ads links and establish new conversions based on GA4 events.
Additional insights: Google Ads has noted exceptions for Universal Analytics 360 properties currently undergoing a BigQuery backfill process initiated by June 30, 2024, ensuring continued data visibility.
This move underscores Google’s commitment to advancing analytics capabilities, urging businesses to adopt GA4 promptly for ongoing data insights and analysis needs.