Farewell to Universal Analytics: Google announces end of an era

As of today, Google has phased out Universal Analytics, marking the final stage of the transition to Google Analytics 4 (GA4).

This means that if your business was still using UA to track website traffic and analyse user data, you will no longer have access to both New Data and Historical Data. So what happens now?

Universal Analytics, commonly identified by IDs starting with “UA-“, focuses on sessions and page views. Since the introduction of GA4, Google has been automatically creating GA4 properties for users starting in March 2023.

Starting the week of July 1, 2024:

Access to current or historical Universal Analytics data will be discontinued.
Most users will lose access to the interface and the API.
Some properties may retain access for a longer period, but all properties visible after July 1, 2024, will show a banner indicating they are queued for deletion.
After July 1: All Universal Analytics data will be permanently deleted.

What to do…

Set Up GA4: If you haven’t already, set up and configure a Google Analytics 4 property.
Update Linked Accounts: Ensure all linked accounts, such as Google Ads, are updated. Set up new key events in GA4 for conversions optimisation.

If you haven’t set up your Google Analytics 4 account or configured key conversion events, contact us to get this sorted out before it’s too late.

About Asantha

Google Lead / Panther