Google is urging Universal Analytics 360 users to migrate to Google Analytics 4 (GA4) and complete a historical data export before March. Failure to do so could result in the loss of critical advertising capabilities. This urgent warning comes as Google plans to sunset Universal Analytics (UA) properties and the API on July 1, with all data being deleted. Google is advising users to migrate to GA4 by March so they have three months to validate data and settings.
The reason for this migration is the constantly changing technology and regulatory ecosystem. Google developed GA4 to meet the evolving demands of the industry, ensuring compliance and functionality in the current landscape. Ginny Marvin, a Google Ads liaison office, emphasized the need for UA360 users to act urgently and migrate to GA4. Failure to migrate by March will result in the loss of critical advertising capabilities that will no longer be supported in UA360 for affected traffic in the EEA.
To ensure a smooth transition to GA4, Google provides the following next steps for UA360 users:
1. Migrate your Universal Analytics property’s Google Ads links to your GA4 property.
2. Import Google Analytics 4 conversions and switch to bidding on them instead of the corresponding Universal Analytics conversions.
3. Add Google Analytics 4 audiences to a campaign or ad group for remarketing.
It’s important for UA360 users to complete these steps before the end of February to avoid any disruptions in their advertising capabilities.
The migration from UA to GA4 is significant as it marks a shift towards a more advanced analytics platform that aligns with the current industry standards and regulations. With GA4, advertisers will have access to improved data analytics and reporting features that will enable them to make more informed decisions about their marketing strategies.
While the standard sunset process usually takes weeks, the full shutdown of UA properties and the API will occur within a week. This means that users must act quickly to ensure they don’t lose any important data or functionalities.
In conclusion, Google’s urgent warning to Universal Analytics 360 users highlights the need to migrate to Google Analytics 4 before March. Failure to do so could result in the loss of critical advertising capabilities. The migration is necessary to meet the constantly changing technology and regulatory demands of the industry. By following the next steps provided by Google, UA360 users can ensure a smooth transition to GA4 and continue to make informed decisions about their marketing strategies.
