The sunset of Universal Analytics (UA) is just 13 days away, so if you’ve not already made the move to Google Analytics 4 (GA4), it’s now time to start.

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Starting July 1, 2023, standard Universal Analytics properties will no longer process new data. To ensure that you have uninterrupted coverage, I strongly recommend setting up Google Analytics 4 completely before the sunset date.

What is Universal Analytics?
Universal Analytics (UA) refers to the previous generation of website analytics by Google. UA was rolled out in the Autumn of 2012 and, prior to October 2020, was the default Analytics property type for websites. All new property types default to GA4.

Now, you might be wondering what happens to your Universal Analytics property after July 1.

Well, you’ll still be able to access your standard Universal Analytics properties in your account, but only for historical reporting. This reporting feature will be available until July 1, 2024. However, keep in mind that no new data will be included in the reports.

Audiences won’t add new users, and the products linked to Universal Analytics won’t receive any fresh data either. This includes audiences and conversions used in Looker Studio and Google Ads. So, campaigns relying on this data may be affected.

It’s essential to review your campaign setup to ensure smooth performance. For instance, if your Google Ads campaigns rely on Universal Analytics conversions, it’s a good idea to switch them to equivalent conversions in Google Analytics 4.

Stay tuned for my guide on switching to GA4 and how it now integrates with Looker Studio.

Published On: June 9th, 2023 / Categories: Learning Centre /

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