ersal Analytics has now officially ceased operations.

It’s finally here — the Universal Analytics sunset. We are still receiving data from UA in the United States but were greeted with an ominous warning when we logged on 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. Marketers have no other choice than to use GA4 to track their website and campaign performance — unless, of course, they are looking for an alternative.

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.

Timeline. The standard version of Universal Analytics will be shut down in stages. The final phase is 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 UA’s user interface or API.

Deep dive Read Google’s guide’How to migrate to GA4‘for more information. Our GA4 coverage can be found here .

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.

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.

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