Google issued an urgent warning to Universal Analytics 360 users, reminding them that they must migrate to Google Analytics 4 (GA4) and complete a historical data export before March.
Why we care. Failure to take action within the next two weeks could result in the loss of critical advertising capabilities.
Next steps. If you are a UA360 user, Google advises taking the following steps before the end of February to ensure a smooth transition to GA4.
GA4 sunset. From July 1, you will not be able to access any UA properties or the API (not even with read-only access), and all data will be deleted. Google is advising migrating to GA4 by March so that you have three months to validate data and settings.
While the standard sunset took weeks to complete, the full UA shutdown will happen within a week.
Why is GA4 replacing UA? Google cited the “constantly changing technology and regulatory ecosystem” as the driving force behind the mandatory migration from UA to GA4. The search giant developed this new analytics platform to meet the evolving technological and regulatory demands, ensuring compliance and functionality in the current landscape.
What Google is saying. Google Ads liaison office Ginny Marvin said on X:
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Business email address Subscribe Processing...Deep dive. Read Google’s announcement in full for more information.