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Universal Analytics is still processing data two months after Google advised it would sunset.
Google had warned that everyone would be forced to migrate over to Google Analytics 4 by July 1 or else they would lose the ability to track the performance of their websites and campaigns.
However, it’s now two months later and many marketers can still use their UA accounts as usual.
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. Being able to still monitor campaign and website performance in UA will come as a huge relief to those that have been struggling with GA4. However, as tempting as it may be, it would be unwise for marketers to rely on UA for analytics purposes as it could stop processing data at any minute.
What’s the latest? Many search marketers and website operators received email notifications from Google starting around Aug. 22 that Universal Analytics properties have stopped processing data. The email read, in part:
Meanwhile. Shopify’s official support channel was recently asked by a marketer to comment on when UA data would stop processing data on its merchant platform. A spokesperson said on X:
Word of warning. Although it does appear to be business as usual for many using UA, a warning that started appearing on the tool at the start of the month is still there, warning users to migrate to GA4. It reads:
UA sunsets for some. While many marketers can still access their data on UA, others have confirmed to Search Engine Land that their accounts have stopped processing data. James Brockbank, managing director of Digitaloft, told us last month:
For marketers still using UA as opposed to GA4, it looks as though their accounts may very well be on borrowed time.
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What has Google said? Google has confirmed that the sunset of UA has already begun but that properties are being removed in stages. All access to UA will be completely be gone by July 1, 2024. The search engine confirmed on the Analytics Help Center:
Deep dive: For more information on how to migrate to GA4, read Google’s ‘Learn how to make the switch‘ guide.