Google is Shutting Down Universal Analytics on July 1. Are You Ready?

June 26th, 2024

On July 1, 2024, Google officially shuts down Google Analytics 3 (Universal Analytics). Brands will be unable to access any Universal Analytics properties or the API (not even with read-only access), and all data will be deleted. Read on to learn what this means for your business.

What This Means For Your GA Data

After July 1, your Google Analytics account will continue to work, but you will only see Google Analytics 4 (GA4) properties in your account. (Quick tip: Looking for your Universal Analytics properties ahead of the shutdown date? Look for “UA-” followed by a series of numbers, such as UA-000000-1 in your account.) If you haven’t created a GA4 property yet, there will no properties visible in your account. Universal Analytics data and settings from advertisers, publishers, or other product integrations will also be unavailable after July 1.

How Google Analytics 4 Differs from Universal Analytics

Nervous about the switch? GA4 offers several advancements over its predecessor for more comprehensive, insightful data analysis.

  • UA used a session-based data model where interactions were grouped into sessions. GA4 enables more granular tracking of user activities with an event-based data model.
  • GA4 offers cookieless tracking and advanced data retention controls to better comply with privacy regulations.
  • GA4’s cross-platform tracking allows brands to measure user activity across websites and apps, compared to UA, which measured platforms separately.
  • GA4 has machine learning capabilities to help brands anticipate user trends and actions.

What To Do If You Haven’t Switched to GA4

If you haven’t moved to GA4, you risk losing your historical data and tracking capabilities. Here’s what you can do:

  1. Set up your GA4 property before July 1. Following Google’s setup guide will ensure your property is set up correctly to start collecting data.
  2. Export and back up your Universal Analytics data to ensure you have access to historical insights, reports, and data files. Google has offered a number of ways to export data properly.

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