(GA4) – Transition to Google Analytics 4

Google has announced that Universal Analytics is being phased out and replaced by Google Analytics 4 (GA4), their next-generation measurement solution. Starting from July 1, 2023, standard Universal Analytics properties will stop processing new data, and only GA4 properties will continue to process data.

For 360 Universal Analytics properties users, an extension will be given until July 1, 2024, only if they have a current order. Those without an existing order will also stop processing data on July 1, 2023.

Creation of GA4 Properties

Google will begin creating GA4 properties for users who haven’t done so starting March 2023. These new GA4 properties will be based on settings from users’ Universal Analytics properties. Configurations (such as goals, audiences, etc.) from Universal Analytics properties will be copied to GA4 properties unless users opt out of this process.

Until the cutoff date of July 1, 2023, users can continue to use and collect new data in their Universal Analytics properties. After this date, previously processed data will be accessible for at least six months, during which users are strongly encouraged to export their historical reports.

In the future, Google will provide a date for when existing Universal Analytics properties will no longer be available. After this date, users cannot see their Universal Analytics reports in the Analytics interface or access their Universal Analytics data via the API.

To verify whether a Google Analytics property is impacted, note that properties created before October 14, 2020, are likely Universal Analytics properties, while those made after this date are likely GA4 properties.

Google strongly encourages users to switch to GA4 as soon as possible to start building necessary historical data and get used to the new experience in preparation for when Universal Analytics is no longer available.

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