Google completes Universal Analytics shutdown in favor of Google Analytics 4

Last October, Google announced the impending shutdown of Universal Analytics in favor of Google Analytics 4. This week marks the final phase of that transition, as access to any Universal Analytics properties and the API, even in read-only mode, is now completely revoked. All data from Universal Analytics will be permanently deleted.

Google initially provided users until March 2024 to transition to Google Analytics 4, advising them to copy their Google Ads and Google Marketing Platform links and replace Universal Analytics conversions and audiences with those in Google Analytics 4. This migration was deemed necessary due to evolving technological and regulatory landscapes.

With Universal Analytics 360 fully shutting down this week, any remaining data that hasn't been moved will be lost. If you haven't completed your migration, it's crucial to act immediately to avoid data loss.