Google’s Decision to Disable Universal Analytics: What You Need to Know
In a significant move, Google has announced that it will be discontinuing its legacy web analytics platform, Universal Analytics, and transitioning to Google Analytics 4 (GA4). This decision has important implications for businesses that rely on Universal Analytics for website measurement and data analysis. It is crucial for these businesses to act quickly to avoid losing access to their historical data and maintain continuity in their analytics capabilities.
The transition will take place on July 1, when users will lose access to Universal Analytics data and interface. After this date, all Universal Analytics data will be permanently deleted. It is now a “now or never” moment for businesses to export their historical data before it is lost forever in July.
The shift from Universal Analytics to GA4 marks a significant change in Google’s analytics offerings. GA4 is designed to be more privacy-focused and adaptable to future changes in technology and regulations. However, despite these improvements, search marketers remain unimpressed with GA4, with many of them still expressing their dislike for the new platform.
There are several key details to note about this transition. Universal Analytics properties can be identified by tracking codes starting with “UA-“. Since March 2023, Google has been automatically creating GA4 properties for users. Some features, including real-time reports and certain advertising capabilities, have already been deprecated. Additionally, there will be no visibility of historical UA bidding, audience, or conversion data. Universal Analytics 360 contract holders will no longer be able to create standard Universal Analytics properties. Publisher or other product integrations will also be unavailable once services have stopped.
To navigate this transition effectively, businesses need to take certain actions. First and foremost, it is crucial to export Universal Analytics data before July 1, 2024. Additionally, businesses should set up and configure a Google Analytics 4 property if they haven’t done so already. Lastly, it is important to migrate Google Ads links and create new conversions based on GA4 events.
In conclusion, businesses must act swiftly to preserve their historical Google Universal Analytics data. The transition to Google Analytics 4 represents a shift towards a more privacy-focused and adaptable analytics platform. However, it is clear that many search marketers are still not convinced by GA4. It remains to be seen how this transition will ultimately impact businesses and their analytics capabilities.
About the Author:
Anu Adegbola has been the Paid Media Editor of Search Engine Land since 2024. With a background in delivering digital marketing campaigns and maximizing ROI, Anu brings a wealth of expertise to the field of paid search, paid social, and retail media. She is also an international speaker, hosting networking events and presenting at conferences worldwide. Anu is dedicated to staying at the forefront of digital marketing trends and sharing her knowledge with others in the industry.
