Google Is Shutting Down UA (Universal Analytics) For Good On July 1st

Google Is Shutting Down UA (Universal Analytics) For Good On July 1st

Universal Analytics is going offline on July 1, 2024, forcing a swift transition to Google Analytics 4 (GA4) to retain data access and measurement capabilities. This marks the final phase of Google’s shift from its legacy web analytics platform to the more advanced GA4.

Why This Matters

Businesses that have relied on Universal Analytics for tracking website performance and analysing data need to act quickly. If you don’t transition to GA4 and export your historical data soon, you risk losing valuable insights that have been accumulated over time. Maintaining continuity in your analytics capabilities is essential for informed decision-making and strategic planning.


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Key Dates to Remember

  • July 1, 2024: Access to Universal Analytics data and its interface will be discontinued.
  • Post-July 1, 2024: All Universal Analytics data will be permanently deleted.


This is a pivotal moment. To avoid losing your data forever, make sure to export it before the July deadline.

The move from Universal Analytics to GA4 represents a significant evolution in Google’s analytics tools. GA4 is designed to be more privacy-focused and adaptable to future technological and regulatory changes. Despite these advancements, many search marketers and analysts have expressed dissatisfaction with GA4, citing a steep learning curve and missing features they relied on in Universal Analytics.

Universal Analytics properties are identified by tracking codes starting with “UA-”. Google has been proactively setting up GA4 properties for users since March 2023. Several features previously available in Universal Analytics, such as real-time reports and certain advertising capabilities, have already been phased out. Additionally, historical data related to UA bidding, audiences, or conversions will not be visible after the transition.

For users of Universal Analytics 360, it’s important to note that you will no longer be able to create standard Universal Analytics properties. Moreover, integrations with other products, like UA audience lists, BigQuery exports, and UA API requests, will be unavailable once the services stop.

Steps to Take Now

  1. Export Your Data: Ensure that all your Universal Analytics data is exported before July 1, 2024. This data is critical for historical comparisons and maintaining your records.

  2. Set Up GA4: If you haven’t done so already, establish and configure a Google Analytics 4 property. GA4 offers new features and capabilities that are different from Universal Analytics, so familiarise yourself with the new interface and options.

  3. Migrate Links and Conversions: Update your Google Ads links and create new conversions based on GA4 events. This will help maintain the accuracy and effectiveness of your advertising campaigns.

The Bigger Picture

The transition to GA4 is not just a technical upgrade; it reflects a broader shift in the digital analytics landscape. GA4’s design emphasizes user privacy and is built to handle evolving data regulations and technological advancements. However, the transition period is challenging for many businesses, especially those heavily invested in the Universal Analytics ecosystem.

GA4 introduces a new data model that focuses on events rather than sessions, providing a more granular view of user interactions. This can be beneficial for gaining deeper insights but requires a different approach to data analysis. Businesses must invest time in learning the new system and potentially adjusting their analytics strategies.

Challenges and Considerations

Many marketers and analysts have voiced concerns over GA4. Common issues include:

  • Steep Learning Curve: GA4’s new interface and features differ significantly from Universal Analytics, requiring time and effort to master.
  • Missing Features: Some features available in Universal Analytics are not yet present in GA4, leading to frustration and gaps in data analysis capabilities.
  • Data Migration: The process of exporting data from Universal Analytics and setting up GA4 can be complex and time-consuming.

Despite these challenges, it is crucial to embrace the change and start working with GA4 as soon as possible. The sooner you adapt, the less disruption you’ll face in your analytics and reporting processes.

The shutdown of Universal Analytics is a significant event that requires immediate action. By exporting your data, setting up GA4, and updating your Google Ads links and conversions, you can ensure a smooth transition and continue to benefit from robust analytics capabilities. The move to GA4 represents a shift towards a more privacy-conscious and adaptable future in digital analytics, even if it comes with some initial hurdles.

Act now to safeguard your historical data and prepare your business for the future of web analytics.

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