Today Google Analytics sent notification emails to webmasters:
Hello Google Analytics user,
On July 1, 2024, Google Analytics 4 properties will have fully replaced Universal Analytics properties, as previously announced. From that date, Google will begin turning off all Universal Analytics services and Universal Analytics APIs, which means Universal Analytics properties will be inaccessible through the Google Analytics front-end and APIs. If you haven’t completely migrated to Google Analytics 4 properties, follow the migration guide to start making the switch today.
Exporting your data
To maintain access to data from your Universal Analytics property, you should download or export your data now. If this isn’t done through one of the methods provided in the Google Analytics Help Center, your data will be permanently deleted by Google and won’t be recoverable. If you intend to use the BigQuery integration to export historical data from your Universal Analytics 360 property, we strongly recommend initiating this immediately.
Product integrations
Universal Analytics data and settings accessed or used through advertiser, publisher or other product integrations will be unavailable when services have stopped. For example:
- Universal Analytics goals and ecommerce transactions will stop measuring new conversions, including within linked advertising accounts. This may affect ad campaign performance if those conversions are used in combination with Smart Bidding.
- Universal Analytics audience lists will be closed, which may affect ad campaign media activation and performance.
- API requests related to Universal Analytics properties will fail, including requests for deletion of Universal Analytics data through the User Deletion API. This also means that tools relying on an API, such as Looker Studio, will not show any Universal Analytics data.
- BigQuery export and backfill of historical data from Universal Analytics 360 properties can only be requested up to and including June 30, 2024. Already exported data remains available in BigQuery.
- Attribution Projects that were part of Attribution (beta) in Google Analytics will be deleted.
Sincerely,The Google Analytics Team
Google Analytics 4 benefits and features
- Enhanced User Journey Tracking: GA4 provides a comprehensive view of user interactions across web and app platforms, offering a unified measurement for a better understanding of the customer journey.
- Event-Based Data Model: Unlike the session-based model of Universal Analytics, GA4 uses an event-based model, allowing more flexible and detailed tracking of user interactions.
- Advanced Analysis: GA4 includes new analysis tools such as Exploration, Funnels, Path Analysis, and more, providing deeper insights into user behavior.
- Enhanced Integration with Google Ads: Better integration with Google Ads helps improve campaign performance tracking and provides more granular data for optimizing ad spend.
- Improved Cross-Device Tracking: GA4’s enhanced cross-device tracking capabilities provide a more accurate picture of user behavior across different devices.
- Machine Learning Capabilities: GA4 leverages machine learning to provide predictive insights, such as purchase probability and churn probability, helping businesses make data-driven decisions.
- Privacy and Compliance: GA4 is designed with privacy in mind, offering more control over data collection and usage, aligning with current data privacy regulations like GDPR and CCPA.
- Future-Proofing Analytics: With the ability to adapt to a cookieless future, GA4 ensures that businesses can continue to gather insights even as data privacy standards evolve.
- Customizable Reports: GA4 offers more flexibility in creating and customizing reports to suit specific business needs, providing actionable insights tailored to unique objectives.
- Enhanced Debugging: The DebugView in GA4 allows real-time debugging of analytics data, making it easier to identify and resolve issues quickly.
- Free BigQuery Integration: GA4 includes free integration with BigQuery, allowing for advanced querying and analysis of large datasets without incurring additional costs.
- Enhanced E-commerce Tracking: GA4 provides improved e-commerce tracking capabilities, offering deeper insights into user interactions with products and the checkout process.
By leveraging these benefits, businesses can gain a more comprehensive and actionable understanding of their digital presence, leading to more informed decision-making and better outcomes.
