Google Says Goodbye to Universal Analytics July 1 – What Does That Mean for Your Business?

If you don’t know it by now, you will: Google is replacing Universal Analytics with Google Analytics 4 (GA4), and July 1, 2024 marks the final phase into the transition.

Why this matters to you: To continue receiving data and analytics about your website and advertising performance avoid losing historical data, your business or organization will need to complete the GA4 migration process. 

Starting the week of July 1, 2024: You will not have access to any current or historical Universal Analytics data and most users will lose access to the interface and the API on this date.

After July 1, 2024, once a property does not show in the interface, you should consider your property shut down.

You might be wondering, wasn’t the forced switch happening already? While the Universal Analytics standard sunset took some time to complete, the full Universal Analytics shutdown will happen on July 1st or within the week for most users.

Why did Google switch to GA4?

      • Privacy: GA4 was developed to focus on customer privacy and offer more protection for internet users, in part due to recent privacy laws like the General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA). GA4 moves away from cookies and provides improved data privacy and security, giving businesses more control over their data.

      • Technology and regulations: Google is also shifting resources to GA4 to meet the demands of a constantly changing technology and regulatory ecosystem.

      • Technical architecture: The technical architecture of the GA platform no longer meets current standards of analytics needs.

    What to do next (if you haven’t already)

        • Export your Universal Analytics data before July 1, 2024.
              • 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.

          • Set up and configure a Google Analytics 4 property.

          • Migrate Google Ads links and create new conversions based on GA4 events.

        Your analytics are as important to us as they are to you, so act swiftly and make the switch to GA4. Have questions about the migration? Contact cThru Media’s Google-certified experts for help with your Google Analytics account and campaigns.

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