Google Analytics has announced that starting July 1, 2024, Google Analytics 4 will fully replace Universal Analytics. As a result, all Universal Analytics services and APIs will be discontinued. This change will render Universal Analytics properties inaccessible through the Google Analytics platform and its APIs. Users who haven't transitioned to Google Analytics 4 are advised to consult the migration guide to initiate the switch as soon as possible.
Data Preservation To retain access to Universal Analytics data, it is crucial to download or export it immediately. Data not exported through the methods provided in the Google Analytics Help Center will be permanently deleted and cannot be recovered. For those utilizing the BigQuery integration for Universal Analytics 360 historical data, it is recommended to commence this process without delay.
Impact on Product Integrations With the discontinuation of Universal Analytics, various services and functionalities tied to it will cease to operate. This includes Universal Analytics goals, ecommerce transactions, and audience lists. Ad campaign performance may be affected, especially if Smart Bidding and media activation are in use. Additionally, API requests related to Universal Analytics properties will fail, affecting tools such as Looker Studio.
BigQuery Users Take Note Requests for BigQuery export and backfill of Universal Analytics 360 data can be made only until June 30, 2024. Post this date, already exported data will remain accessible in BigQuery.
Attribution Projects Projects under Attribution (beta) in Google Analytics will be deleted.
Users are encouraged to stay informed and take necessary actions to ensure a seamless transition to Google Analytics 4.
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