Important Notice: Google to Deactivate Universal Analytics Services and APIs
Google has recently announced that it will be discontinuing all Universal Analytics (UA) services and APIs on July 1. This means that the access to UA properties through the Google Analytics front-end and APIs will no longer be available starting in July. Instead, Google Analytics 4 (GA4) properties will fully replace UA.
For those who haven’t migrated to GA4 properties yet, Google advises following their migration guide to begin transitioning as soon as possible. If you fail to download or export your data before the complete sunset of UA, your data will be permanently deleted by Google and cannot be recovered. This could have a significant impact on your campaign performance.
To retain access to your data from your UA property, Google suggests following one of the methods outlined in the Google Analytics Help Center. If you plan to export historical data from your Universal Analytics 360 property using the BigQuery integration, it is strongly advised to start this process immediately.
When Universal Analytics services stop, you won’t be able to access or use any data or settings through advertiser, publisher, or other product integrations. This means that new conversions, goals, ecommerce transactions, and conversions within linked advertising accounts will no longer be measured. This change could potentially affect the performance of your ad campaigns, especially if those conversions are used alongside Smart Bidding strategies.
Additionally, Universal Analytics audience lists will be closed, which could impact the activation and performance of ad campaigns that rely on these lists for targeting. API requests associated with Universal Analytics properties will also fail, including requests for deleting Universal Analytics data via the User Deletion API. As a result, tools dependent on this API, such as Looker Studio, will not display any Universal Analytics data.
It’s important to note that you can request BigQuery export and backfill of historical data from Universal Analytics 360 properties only until June 30. Any data already exported will remain accessible in BigQuery. Lastly, Attribution Projects that were part of Attribution (beta) in Google Analytics will be deleted.
To receive more detailed information about the migration process, Google has provided a step-by-step GA4 migration guide. It’s crucial to familiarize yourself with this guide to ensure a smooth transition.
In conclusion, if you are currently using Universal Analytics services and APIs, it’s imperative to take action and migrate to Google Analytics 4 properties before July 1. Failing to do so may result in permanent data loss and a negative impact on your campaign performance. Stay informed and follow the recommended steps outlined by Google to ensure a successful transition.
