Google Analytics 4 is our next-generation measurement solution, and it has replaced Universal Analytics. Starting on July 1, 2023, standard Universal Analytics properties stopped processing new data, and all customers will lose access to the Universal Analytics interface and API starting on July 1, 2024. To maintain your website measurement, you’ll need a Google Analytics 4 property. If you haven’t already, make the switch to Google Analytics 4.

Understanding the migration timeline

What happened so far?

• • Starting March 2023: If you didn’t manually migrate your active standard Universal Analytics property to a new Google Analytics 4 property and didn’t opt out of an automatic property creation, we created a Google Analytics 4 property on your behalf. Automatically created Google Analytics 4 properties reuse existing site tags whenever possible. Learn more
• Starting July 1, 2023: Standard Universal Analytics properties stopped processing hits, including standard properties in accounts that also contain 360 properties. Some properties continued to process data for a short period after this as we staged the shutdown of Universal Analytics. You’ll be able to access your previously processed data in your Universal Analytics property until July 1, 2024.

What happens next?

Starting the week of July 1, 2024: You won’t be able to access any Universal Analytics properties or the API (not even with read-only access), and all data will be deleted. While the standard sunset took weeks to complete, the full Universal Analytics shutdown will happen within a week. We know your data is important to you, and we recommend that you export your previously processed data before this date.

For Google Analytics 360 customers

• Starting January 1, 2024: As previously announced, migration to Google Analytics 4 is necessary in part due to a constantly changing technology and regulatory ecosystem. As we shift resources to focus on building Google Analytics 4, so that it satisfies those technological and regulatory demands, we can’t guarantee that all features and functionalities in Universal Analytics 360 continue to work as expected.
• January 29, 2024: The following Universal Analytics features will be deprecated as we shift resources to focus on Google Analytics 4. To find the corresponding advertising and measurement features in Google Analytics 4, consult the feature comparison table on this page.
  • Advertising features:
    • Realtime reports
  • Measurement features:
    • Lifetime Value report
    • Model Explorer
    • Cohort Analysis
    • iTunes Conversion Tracking
    • Conversion Probability report
    • GDN Impression Beta
• Early March, 2024: The following Universal Analytics features will be deprecated as we shift resources to focus on Google Analytics 4. Google Analytics 4 was designed to be able to evolve for the future and built with privacy at its core. To find the corresponding advertising and measurement features in Google Analytics 4, consult the feature comparison table on this page.
  • Advertising features:
    • Deprecated for traffic in the European Economic Area (EEA): these features will continue to be available for traffic outside of the EEA.
      • Remarketing, conversion export and bidding optimization
      • Daily BigQuery Export of data provided by linked Google advertising products: Google Ads, Search Ads 360, Display Video 360, Campaign Manager 360, Google AdSense, and Google Ad Manager
      • Drop of ad-click identifiers such as GCLID and DCLID can impact the attribution of credit of conversions to ad clicks from Google Ads, Publisher, and GMP Media integrations. There may be an increase in direct/none or google/organic traffic unless UTM parameters are present in the URL.

• • • Deprecated for all traffic: these features will no longer be supported inside or outside the EEA.
      • Demographic and Interest reports
      • Publisher reporting
      • Phone Analytics
      • Event and Salesforce Data Import
      • Realtime BigQuery Export
  • Measurement features:
    • Deprecated for all traffic: these features will no longer be supported inside or outside the EEA.
      • Universal Analytics property creation
      • App Views in Universal Analytics that receive data via the UA SDK or Measurement Protocol.
      • Unsampled reports. All queries above 1 million sessions will now be subject to sampling.
      • Custom Tables
      • Annotations
• March 2024: We recommend that Universal Analytics 360 users switch to Google Analytics 4 and complete historical data export no later than March 2024. This will support a smooth transition to GA4 and allow users to have three months to validate data and settings. By March, you should:
  • Migrate your Universal Analytics property’s Google Ads links to your Google Analytics 4 property and do one or both of the following in your Google Ads account:
    • Import Google Analytics 4 conversions and switch to bidding on them instead of the corresponding Universal Analytics conversions.
    • Add Google Analytics 4 audiences to a campaign or ad group (for remarketing).
  • Export historical data using one or more of the solutions outlined below.
• Starting the week of July 1, 2024: You won’t be able to access any Universal Analytics properties or the API (not even with read-only access), and all data will be deleted. While the standard sunset took weeks to complete, the full Universal Analytics shutdown will happen within a week. We know your data is important to you, and we recommend that you export your previously processed data before this date.