Google had warned that everyone would beryllium forced to migrate implicit to Google Analytics 4 by July 1 oregon other they would suffer the quality to way the show of their websites and campaigns.

However, it’s present 2 months aboriginal and galore marketers tin inactive usage their UA accounts arsenic usual.

Why we care. The bulk of marketers did not clasp the enforced migration to GA4 and galore person recovered the caller strategy hard to usage with complaints raised astir its idiosyncratic interface, a lag successful information and information discrepancies. Being capable to inactive show run and website show successful UA volition travel arsenic a immense alleviation to those who person been struggling with GA4. However, arsenic tempting arsenic it whitethorn be, it would beryllium unwise for marketers to trust connected UA for analytics purposes arsenic it could halt processing information astatine immoderate minute.

Dig deeper: 5 GA4 issues and wherefore they’re a bully thing

What’s the latest? Many hunt marketers and website operators received email notifications from Google starting astir Aug. 22 that Universal Analytics properties person stopped processing data. The email read, successful part:

• “Your Universal Analytics spot [UA spot number] has present stopped processing caller data. All remaining Universal Analytics modular properties volition soon halt processing caller data. If you haven’t yet, we promote you to implicit your modulation to Google Analytics 4.”

Meanwhile. Shopify’s authoritative enactment transmission was precocious asked by a marketer to remark connected erstwhile UA information would halt processing information connected its merchant platform. A spokesperson said on X:

• “While the Universal Analytics properties volition nary longer process information connected July 1st, merchants volition inactive beryllium capable to spot UA reports and humanities information for the clip being.”
• “We don’t person a acceptable day connected erstwhile the diagnostic volition beryllium wholly removed from the admin. – Dirk.”

Word of warning. Although it does look to beryllium concern arsenic accustomed for galore utilizing UA, a informing that started appearing connected the instrumentality astatine the commencement of the period is inactive there, informing users to migrate to GA4. It reads:

• “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.”

UA sunsets for some. While galore marketers tin inactive entree their information connected UA, others person confirmed to Search Engine Land that their accounts person stopped processing data. James Brockbank, managing manager of Digitaloft, told america past month:

• “I tin inactive spot realtime for this UA spot but it’s nary longer tracking data.
• “This has been showing arsenic 0 (same crossed a fewer antithetic sites’ properties) since midnight successful the properties’ clip zone.”

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

What has Google said? Google has confirmed that the sunset of UA has already begun but that properties are being removed successful stages. All entree to UA volition beryllium wholly gone by July 1, 2024. The hunt motor confirmed connected the Analytics Help Center:

• “Universal Analytics properties volition halt processing hits, including modular properties successful accounts that besides incorporate 360 properties starting 1 July 2023.”
• “Some properties volition proceed to process information for a abbreviated play aft this arsenic we signifier the shutdown of Universal Analytics.”
• “You’ll beryllium capable to entree your antecedently processed information successful your Universal Analytics spot until July 1, 2024.”
• “Starting connected 1 July 2024, each users, including those accessing 360 properties, volition suffer entree to the Universal Analytics idiosyncratic interface and API.”
• “We cognize your information is important to you, and we urge that you export your humanities reports earlier this date.”

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