ersal Analytics is still processing data a month after the sunset date //

Universal Analytics continues to process data one month after Google announced that it would be discontinued.

Google warned everyone that they will be forced to migrate to Google Analytics 4 before 30 June 2023, or lose the ability track the performance and campaign of their website.

However, it appears that many marketers are still able to use their UA account as normal.

Why we care. The majority of marketers did not embrace the enforced migration to GA4 and many have found the new system difficult to use with complaints raised around its user interface, a lag in data and data discrepancies. Those who have struggled with GA4 will be relieved to know that they can still monitor campaigns and website performance using UA. It is not a good idea for marketers to rely solely on UA as a tool for analytics. The software could suddenly stop processing data.

What is the latest? A marketer asked Shopify’s support channel to comment on when UA Data would stop processing data for its merchant platform. This was on Friday. A spokesperson stated on X that:

• While Universal Analytics properties won’t be processing data after July 1, merchants can still view UA reports and historic data.
• We don’t know when this feature will be removed completely from the admin. – Dirk.”

Warning. Even though it may seem like business as usual to many who use UA, a message that appeared on the tool in the beginning of the month still exists, warning users to move to GA4. The message reads:

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

UA is no longer available for some. Many marketers are still able to access their UA data, but others confirmed to Search Engine Land their accounts no longer process data. James Brockbank is the managing director at Digitaloft.

• I can still view realtime data for this UA property, but the tracking data has been removed as of today.
• This has been showing 0 since midnight, in the time zone of each property. All showing up until today.”

Marketers still using UA instead of GA4 may be in danger of losing their accounts.

What did Google say? Google confirmed that the sunsetting of UA had already begun, but that properties were being removed in phases. By 1 July 2024, all access to UA is completely gone. The Analytics Help Center confirmed that the search engine:

• Starting 1 July 2023, Universal Analytics properties will no longer process hits in accounts that include 360 properties and standard properties.
• Universal Analytics will be shut down in stages. Some properties may continue to process data after that.
• You’ll have access to your data that has been previously processed in your Universal Analytics property up until July 1, 2020.
• The Universal Analytics API and user interface will be unavailable to all users starting on July 1, 2024. This includes those who access 360 properties.
• We recommend you export all historical reports before the deadline.

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

The post Universal Analytics is still processing data a month after the’sunset date’ first appeared on Search Engine Land.