le Analytics 4 is now officially replacing Universal Analytics.

It’s happening now – Universal Analytics has begun its dreaded sunset.

We received an ominous warning when we logged in to our account this morning.

• This property will stop processing data in the near future. You’ll require a Google Analytics 4 Property to measure the performance of your website once this is implemented.

The warning appeared on UA around 7am EST and reminded marketers to migrate to Google Analytics 4 in order to maintain website measurement.

Why do we care? The forced migration to GA4 today is a historic moment in the history of digital marketing. Advertisers have no other choice than to use GA4 to track their website and campaign performance – unless, of course, they are looking for an alternative to Google Analytics.

How it works. Google informed that the UA shutdown today is being rolled-out in stages, which is why certain marketers may be able access some data. All properties which are still operational are being deleted on a rolling basis.

What has Google said about this? Google has warned marketers for over a year that they must migrate to GA4. Google announced the following on Twitter as well as in a statement posted to Analytics Help Center:

• Google Analytics 4 is now available.
• This will not happen over night, so it is possible that some Universal Analytics properties continue to process data.
• “However, the queue has been expanded to include all properties, and those who haven’t completed the upgrade yet will be Jumpstarted on a rolling schedule.”
• Google Analytics 4 has replaced Universal Analytics as our next-generation measuring solution.
• “Standard Universal Analytics Properties have stopped processing new information.” You’ll need Google Analytics 4 to maintain your website measurement.
• We strongly recommend that you switch to Google Analytics 4 immediately. You should migrate the Universal Analytics links from your Google Ads property to your Google Analytics 4 account if you use Universal Analytics in your Google Ads.

Timeline. The shutdown of Universal Analytics will be implemented in stages with the final phase scheduled for July 2023.

• March 20, 2023:Google created automatically a GA4 property in the case of marketers who did not opt out. When possible, site tags from existing sites were used.
• July 2020: UA will stop processing hits in accounts with 360 properties and standard properties. Marketers can still access previously processed data on their UA property up until July 2024.
• July 20, 2024: No longer will all marketers, including those with 360 properties have access to the UA interface and API.

A deep dive: Read Google’s Learn to make the switch‘guide for more information.

The article Universal Analytics has been officially replaced by Google Analytics 4. first appeared on Search Engine land.