Google Universal Analytics: will stop working from July 1st

Introduction

Starting July 1, 2024, Google Analytics 4 properties will completely replace Universal Analytics properties. From that date, Google will begin deactivating all Universal Analytics services and APIs. If you have not yet completed the migration, it is crucial to start immediately.

Data Export: protect your information

To maintain access to your Universal Analytics property data, you need to download or export it immediately. Follow these crucial steps:

• Download the data: Use the methods indicated in the Google Analytics Help Center to download all necessary data.
• Export to BigQuery: If you use Universal Analytics 360, proceed immediately with exporting historical data to BigQuery.

Google will permanently delete any data that is not exported by the deadline, making it irrecoverable.

Product Integration: what’s changing

Once the services are deactivated, the data and settings of Universal Analytics will no longer be available through integrations for advertisers, publishers, or other products. Here are some key consequences:

• E-commerce goals: The goals and e-commerce transactions of Universal Analytics will no longer measure new conversions, affecting the performance of advertising campaigns.
• Audience segments lists: The Universal Analytics audience segments lists will be closed, impacting media activation and campaign performance.
• API requests: API requests related to Universal Analytics properties will fail, including the User Deletion API. Tools like Looker Studio will no longer display Universal Analytics data.
• Data attribution: Attribution projects that were part of the Google Analytics attribution beta will be deleted.

Actions to take immediately

To avoid data loss and ensure a smooth transition to Google Analytics 4, it is essential to:

1. Complete the migration: Follow the migration guide provided by Google to start the switch to Google Analytics 4.
2. Export historical data: Request the export and backfill of historical data for Universal Analytics 360 properties in BigQuery by June 30, 2024.

Prepare your business for the change and ensure you do not lose valuable information during the transition to Google Analytics 4.

FAQ

1. What happens to my Universal Analytics data after July 1, 2024?
Google will permanently delete any data that is not exported by the deadline, making it irrecoverable.

2. Can I continue to use Universal Analytics after July 1, 2024?
No, all Universal Analytics services and APIs will be deactivated from that date.

3. How can I export my data from Universal Analytics?
You can download or export the data using the methods indicated in the Google Analytics Help Center. For Universal Analytics 360, it is advisable to use the BigQuery integration.

4. What happens to my advertising campaigns using Universal Analytics data?
New conversions will no longer be measured, and audience segments lists will be closed, affecting the performance of advertising campaigns.

5. Will API-based tools continue to work?
No, tools like Looker Studio will no longer display Universal Analytics data after the API deactivation.

6. How can I start the migration to Google Analytics 4?
Consult the migration guide provided by Google to start the switch today.

7. What happens to attribution projects in beta?
Attribution projects that were part of the Google Analytics attribution beta will be deleted.