Goodbye Universal Analytics, Hello Google Analytics 4

It’s finally here! On July 1, 2024, Google Analytics 4 (GA4) will completely replace Universal Analytics properties. Unless you’ve been living under a rock, you’ve likely been preparing for this major milestone in the evolution of website tracking and analytics for quite some time now.

However, if you are still in the process of embracing this monumental change, here is a comprehensive update and guidance for the transition.

The Countdown Is Over

Google will begin turning off all Universal Analytics services and APIs starting July 1 2024. This means Universal Analytics properties will be inaccessible through the Google Analytics front-end and APIs. If you haven’t fully migrated to GA4 yet, now is the time to follow Google’s migration guide and start making the switch.

Why the Urgency?

Failing to migrate means losing access to years of your historical web data. Google has been clear: download or export your data now, or it will be permanently deleted.  If you have not already done so, time is running out, act now.

For those using the BigQuery integration for Universal Analytics 360 properties, initiate your data export immediately as requests will only be accommodated until June 30, 2024.

Impact on Integrations

This transition will affect various integrations:

• Goals and Ecommerce Transactions: All of these will stop measuring new conversions, which could impact your ad campaign performance, especially if you are using Smart Bidding (GoogleAds).
• Audience Lists: Universal Analytics audience lists will be closed, affecting your media activation and performance.
• API Requests: All API requests related to Universal Analytics properties will fail from the 1st of July, including those for data deletion through the User Deletion API. Tools relying on these APIs, such as Looker Studio, will also cease to function.

Take Action: 3 Steps

1. Export Your Data: Use approved methods from the Google Analytics Help Center to download or export your Universal Analytics data.
2. Leverage BigQuery: For Universal Analytics 360 users, ensure you request BigQuery export and backfill by June 30, 2024.
3. Review Integrations: Assess and update all integrations that currently rely on Universal Analytics data to ensure continuity in your analytics and marketing efforts.

A Long Time Coming

This change has been on the horizon for a long time. If you've been proactive, your transition to GA4 should be smooth. For those still catching up, it’s crucial to act swiftly to safeguard your data and ensure operational continuity.

Need Help?

Navigating this transition can be complex, but you don’t have to do it alone. Our team at Evolare Digital is here to provide expert support and guidance should you need it. We are here to ensure your analytics continue to deliver the insights you need to drive business growth.

Let's connect and make this transition a success!

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