Universal Analytics Shuts Down July 1st: Here’s What You Need to Know

Google has announced that all Universal Analytics features and access points will shut down on July 1st, 2024. To access your Universal Analytics after the deadline, you will need to export your data.

On 1 July 2024, Google Analytics 4 properties will have fully replaced Universal Analytics properties. This means you won’t be able to use any Universal Analytics features, including reports and data exports, through the Google Analytics website or its programming interfaces (APIs).

Announcing the deadline in a blog, Google shared, “You won't be able to access any Universal Analytics properties or the API (not even with read-only access), and all data will be deleted. While the standard sunset took weeks to complete, the full Universal Analytics shutdown will happen within a week. We know your data is important to you, and we recommend that you export your previously processed data before this date.”

If you haven’t completely migrated to Google Analytics 4 properties, follow the migration guide to start making the switch today.

Google Analytics Migration Timeline: What You Need to Know

Here’s a breakdown of key dates in the migration from Universal Analytics (UA) to Google Analytics 4 (GA4):

  • March 2023 (or earlier): This is the ideal time to have migrated. If you didn’t take manual action: For active standard UA properties, we might have automatically created a GA4 property for you. These often reuse existing UA tags.
  • July 1, 2023: Standard UA properties stopped collecting new data. This includes properties in accounts with UA 360 (the paid version). There may have been a brief grace period while Google finalised the shutdown.
  • July 1, 2024: This is the last day you can access your historical data in Universal Analytics.

To maintain access to data from your Universal Analytics property, you should download or export your data.

Why You Should Export Your Data

Preserving your Universal Analytics data offers several key benefits:

  • Maintain Historical Insights: Don’t lose track of past trends and user behaviour crucial for future strategic planning.
  • Data Continuity: Facilitate a smooth transition to Google Analytics 4 by having historical data readily available for comparison.
  • Compliance Requirements: Fulfil any legal or regulatory obligations that necessitate retaining user data for a specific period.

The Urgency of Exporting

Google will permanently delete data from Universal Analytics properties. If this isn’t done through one of the methods provided in the Google Analytics Help Centre, your data won’t be recoverable once it is gone. 

Universal Analytics 360 and BigQuery Integration:

For users with Universal Analytics 360, exporting historical data through BigQuery integration is highly recommended. However, due to the potentially large data volumes involved, initiating this process immediately is crucial to ensure completion before support ends.

Export Methods:

Refer to the Google Analytics Help Center for detailed instructions on exporting your data using various methods. These methods may include:

  • CSV Exports: Download your data in a comma-separated values format, suitable for import into spreadsheets like Excel or Google Sheets.
  • Data Studio Exports: Create reports and dashboards in Data Studio that can be downloaded for offline analysis.
  • Custom Reports: Export custom reports tailored to your specific needs.

By taking proactive steps and seeking guidance, you can minimise the disruption caused by the Universal Analytics sunset and ensure a smooth transition to GA4. Remember, the sooner you act, the better equipped you’ll be to maintain valuable data and continue making data-driven decisions.

Need help with backing up your data? Let’s talk.

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