[UA] Google Analytics 4 has replaced Universal Analytics

Last updated: July 1, 2023

Google Analytics 4 is our next-generation measurement solution, and it has replaced Universal Analytics. Starting on July 1, 2023, standard Universal Analytics properties will stop processing new data. To maintain your website measurement, you'll need a Google Analytics 4 property. Learn how to make the switch to Google Analytics 4 

360 Universal Analytics properties with a current 360 order (Google Analytics 4 or Universal Analytics) will receive a one-time processing extension ending on July 1, 2024. 360 Universal Analytics properties without a current 360 order (Google Analytics 4 or Universal Analytics) are subject to downgrade to standard Universal Analytics properties, will not receive the extension, and will stop processing data starting on July 1, 2023. If you're seeing a notification in your 360 Universal Analytics property that it will stop processing data starting July 1, 2023, please check with your Google representative or Google partner that your order is current.

Understand the migration timeline

• Starting March 2023: If you didn't opt out of an automatic property creation or manually migrate your active Universal Analytics property to a new Google Analytics 4 property, we created—or soon will create—a GA4 property on your behalf. Automatically created Google Analytics 4 properties reuse existing site tags whenever possible. Learn more
• Starting July 1, 2023: Universal Analytics properties will stop processing hits, including standard properties in accounts that also contain 360 properties. Some properties will continue to process data for a short period after this as we stage the shutdown of Universal Analytics. You'll be able to access your previously processed data in your Universal Analytics property until July 1, 2024.
  If you have a current Universal Analytics 360 contract, you can continue creating standard Universal Analytics properties and upgrading them to 360, which will enable data processing. Unless you upgrade them to 360 properties, your existing standard Universal Analytics properties will stop processing hits beginning on July 1, 2023.
• July 1, 2024: All users, including those accessing 360 properties, will lose access to the Universal Analytics user interface and API starting on July 1, 2024. We know your data is important to you, and we recommend that you export your historical reports before this date.

Complete your next steps

We strongly encourage you to make the switch to Google Analytics 4 as soon as possible. If you use Universal Analytics data in your Google Ads account, make sure you 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 (for bidding)
• add Google Analytics 4 audiences to a campaign or ad group (for remarketing)

Questions

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When will my Universal Analytics property go away?

All users, including those accessing 360 properties, will lose access to the Universal Analytics user interface and API starting on July 1, 2024.

How can I export data from my Universal Analytics property?

There are currently several ways to export data from your Universal Analytics property:

• Export individual reports into the following formats:
  • CSV
  • TSV
  • TSV for Excel
  • Excel (XLSX)
  • Google Sheets
  • PDF
• Use the Google Analytics Reporting API to export data to Cloud storage and connect to Looker Studio. Learn more about available dimensions and metrics, APIs, and API quotas
• Install the Google Sheets add-on for Analytics
• Google Analytics 360 customers can also export to BigQuery

Does this change affect my Google Ads campaigns?

Unless your Universal Analytics property is linked to your Google Ads account, your Google Ads account will be unaffected. However, if your Universal Analytics property and Google Ads account is linked, Universal Analytics data will stop flowing to Google Ads beginning on July 1, 2023. (July 1, 2024 for Analytics 360 properties.) This could affect your Google Ads campaigns if you're:

• bidding on imported Universal Analytics goals or ecommerce transactions
• using a Universal Analytics audience in your campaigns or ad groups
• importing Universal Analytics site metrics

We suggest you migrate your Universal Analytics property's Google Ads links to your Google Analytics 4 property. Next, if applicable, you should import Google Analytics 4 conversions (for bidding) and/or add Google Analytics 4 audiences to a campaign or ad group (for remarketing).

Visit the Google Ads help center for more information:

• Learn more about switching to Google Analytics 4 conversions in Google Ads 
• Learn more about adding Google Analytics 4 audiences in Google Ads

Can I delete my Universal Analytics property?

Yes. However, deleting your Universal Analytics property is not recommended. If you reused your Universal Analytics tagging to send data to your GA4 property, deleting the Universal Analytics property may stop data flow to your GA4 property, and you’ll need to set up a new Google tag. Learn more about the Google tag

Proceed with deletion only if you’re certain you no longer need data to flow to your GA4 property or other configured destinations.

Can I still move my Universal Analytics property from one account to another?

Yes, until July 1, 2024, you can move your Universal Analytics or 360 properties from one account to another account. Learn more about moving a property