Despite informing advertisers that the instrumentality would beryllium replaced by Google Analytics 4 connected July 1, UA is inactive processing information arsenic accustomed for astir people.

Why we care. Marketers were reluctant to marque the power from UA to GA4, contempt Google insisting it was enforcing the migration. Although the manufacture was fixed much than a year’s notice, galore were not prepared for the sunset deadline and person been struggling to recognize however to navigate GA4. With that successful mind, it’ll travel arsenic a reassurance that UA is inactive processing information — but it’s improbable to beryllium for overmuch longer.

What’s happening? While it appears that the bulk of marketers are inactive capable to entree existent clip information arsenic accustomed successful UA, immoderate person reported seeing caller informing messages connected their accounts:

• “This spot is scheduled to halt processing information precise soon.”
• “Any conversions and audiences you usage with Google Ad campaigns volition halt working.”
• “To debar superior disruption to your ads, publication a escaped enactment league to to implicit your determination to Google Analytics 4 today.”

Some marketers person confirmed, however, that UA has already stopped processing information connected their accounts. James Brockbank, managing manager of Digitaloft, told us: “I tin inactive spot realtime for this UA spot but it’s nary longer tracking information arsenic of today. This has been showing arsenic 0 (same crossed a fewer antithetic sites’ properties) since midnight successful the properties’ clip zone. Was each showing up to today.”

For those inactive utilizing UA arsenic opposed to GA4, it looks arsenic though their accounts whitethorn precise good beryllium connected borrowed time.

Dig deeper: All our GA4 sum is here

What has Google said? On July 1, Google released a connection connected  Twitter  to explicate wherefore immoderate radical whitethorn inactive person entree to their UA data:

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.

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