ersal Analytics still works for the majority of users

UA continues to process data the same way for most people, despite warning advertisers that Google Analytics 4 would replace it on July 1.

Why do we care? Marketers are reluctant to switch from UA GA4 despite Google’s insistence that it is enforcing this migration. Although there was more than a one-year notice to the industry, many people were still not ready for the sunset date and are struggling to navigate GA4. It’s reassuring to know that UA still processes data, but not for long.

What’s happening? Some marketers have seen new warning messages in their accounts.

• This property will soon stop processing data.
• Google Ad Campaigns will no longer work with conversions or audiences.
• To avoid major disruptions to your ads, schedule a free session today to complete the move to Google Analytics 4.

UA has stopped processing data for some marketers, but others have confirmed that UA is still processing data. James Brockbank of Digitaloft told us that he could still view realtime on this UA property, but the data tracking has stopped as of today. Since midnight, the time zone of these properties has shown 0 (same for a few other sites’ properties). All showing up today.”

Those who still use UA instead of GA4 may be in danger of losing their accounts.

Dig deep: Here is all our GA4 coverage

What did Google say? Google made a statement in Twitter on July 1 to explain why certain people might still have access their UA data.

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 20, 2023: Stops 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.

The article Universal Analytics still works for most users first appeared on MarTech.