Universal Analytics to GA4 Transition Update: What You Need to Know

On July 1, 2024, Google Analytics 4 (GA4) will fully replace Universal Analytics properties, as previously announced. This transition entails Google fully switching off all Universal Analytics services and APIs, rendering Universal Analytics properties inaccessible via the Google Analytics front-end and APIs. To ensure the continuity of access to your data, it is recommended that businesses adhere to the migration guide provided by Google to start making the switch.

To preserve data from your Universal Analytics properties, swift action is necessary to download or export your data. Google has stipulated that failure to do so through approved methods outlined in the Google Analytics Help Center will result in permanent data deletion, with no prospect of recovery. For users seeking to leverage the BigQuery integration for historical data export from Universal Analytics 360 properties, it is strongly advised that this process be initiated promptly, as requests for export and backfill are only accommodated until June 30, 2024.

Additionally, users accustomed to interfacing with Universal Analytics data and settings via advertiser, publisher, or other product integrations should prepare for service discontinuation. This entails the cessation of functions such as goal tracking, eCommerce transactions, and audience list management. API requests associated with Universal Analytics properties will also cease to function, inclusive of requests for data deletion through the User Deletion API. It should be noted that projects previously enlisted in the Attribution (beta) feature within Google Analytics will also be expunged.

In summary, the looming transition to GA4 necessitates proactive measures to safeguard data integrity and operational continuity. We strongly advise adherence to Google's migration guidelines and timely execution of data export initiatives to mitigate any disruptions in analytics operations. 

Should you require assistance or further guidance in navigating this transition, our team is available to provide expert support and facilitation where needed.

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