ersal Analytics is still processing data even two months after the sunset //

Google warned everyone that they would have to migrate to Google Analytics 4 before July 1, , or lose the ability track their website and campaign performance.

Despite the fact that it has been two months since the launch, many marketers are still able to use their UA account as normal.

Why do we care? The majority did not embrace GA4’s forced migration and many marketers have complained about the system, including issues with its user interfaceface and data discrepancies. Those who struggled with GA4 will be relieved to know that they can still monitor the performance of their campaigns and websites in 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.

Explore 5 GA4 Issues and Why They’re Good

What is the latest? Since around August 22, many search marketers and website owners have received emails from Google notifying them that Universal Analytics properties has stopped processing data. The email stated, in part:

• Your Universal Analytics property (UA property number) has stopped processing new data. Soon, all remaining Universal Analytics properties will stop processing data. “If you haven’t already, we urge you to finish your migration to Google Analytics 4.”

Meanwhile. A marketer recently asked Shopify’s support channel to comment on the date that UA data will stop processing data for its merchant platform. A spokesperson stated on 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 told us last year that Digitaloft’s managing director, James Brockbank:

• “I still have realtime data for this UA property, but the tracking data is no longer available.”
• This has shown as 0 since midnight of the time zone for this property (same on a few other sites).

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 is already underway, but that properties will be removed in phases. By July 1, 2024 , all access toUA will be gone. The Analytics Help Center confirmed the search engine’s announcement:

• Starting 1 July 2023, Universal Analytics properties will no longer process hits in accounts that include 360 properties and standard properties.
• “Some properties may continue to process data after this date as we prepare the shutdown of Universal Analytics.”
• 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 user interface, API, and 360 properties will be unavailable to all users starting on July 1, 2024.
• We recommend you export all historical reports before the deadline.

A deep dive: Read Google’s Learn How to Make the Switch guide for more information.

The post Universal Analytics is still processing data after two months of’sunset‘ appeared first on MarTech.