Well, it’s yet happening — the dreaded Universal Analytics sunset has started. Here successful the United States, UA is inactive processing data, but we were greeted by an ominous connection erstwhile we logged into our relationship this morning:

“This spot is scheduled to halt processing information precise soon. Once this goes into effect, you’ll request a Google Analytics 4 spot to measurement website performance.”

This informing started appearing connected UA astatine astir 7am EST, erstwhile again reminding marketers that they indispensable migrate to Google Analytics 4 to support their website measurement.

Why we care. Today’s forced migration to GA4 is simply a historical transitional infinitesimal successful integer selling history. Marketers present person nary prime but to usage GA4 if they to way the show of their websites and campaigns — unless they privation to find an analytics alternative outside of Google of course.

How it works. Google has advised that today’s UA shutdown is being rolled retired successful stages which is wherefore immoderate marketers whitethorn inactive beryllium capable to entree definite data. However, each properties that are inactive functioning are successful a queue to beryllium deleted, which volition beryllium happening connected a rolling bases.

Timeline. The shutdown of the modular mentation of Universal Analytics is being rolled retired the pursuing stages, with the last signifier acceptable for July 2023:

• March 2023: Google automatically created a GA4 spot for marketers who didn’t opt retired of the automatic spot instauration option. Where possible, existing tract tags were used.
• July 2023: UA stops processing hits, including modular properties successful accounts that besides incorporate 360 properties. Marketers inactive person entree to antecedently processed information successful their UA spot until July 2024.
• July 2024: All marketers, adjacent those with 360 properties, volition nary longer person entree to the UA idiosyncratic interface and API.

Deep dive: For much accusation connected however to migrate to GA4, work Google’s ‘Learn however to marque the switch‘ guide. Also, our GA4 sum is collected here.

Why we care. Today’s forced migration to GA4 is simply a historical transitional infinitesimal successful integer selling history. Advertisers present person nary prime but to usage GA4 if they to way the show of their websites and campaigns – unless they privation to find an analytics alternative outside of Google of course.

How it works. Google has advised that today’s UA shutdown is being rolled retired successful stages which is wherefore immoderate marketers whitethorn inactive beryllium capable to entree definite data. However, each properties that are inactive functioning are successful a queue to beryllium deleted, which volition beryllium happening connected a rolling bases.

Timeline. The shutdown of Universal Analytics is being rolled retired the pursuing stages, with the last signifier acceptable for July 2023:

• March 2023: Google automatically created a GA4 spot for marketers who didn’t opt retired of the automatic spot instauration option. Where possible, existing tract tags were used.
• July 2023: UA stops processing hits, including modular properties successful accounts that besides incorporate 360 properties. Marketers inactive person entree to antecedently processed information successful their UA spot until July 2024.
• July 2024: All marketers, adjacent those with 360 properties, volition nary longer person entree to the UA idiosyncratic interface and API.

Deep dive: For much accusation connected however to migrate to GA4, work Google’s ‘Learn however to marque the switch‘ guide.