Google Analytics 4 has replaced Universal Analytics

Last updated: October 19, 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 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.

Understand 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.
    If you have a current Universal Analytics 360 contract, your timeline is different. See For Google Analytics 360 customers, below.

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

360 Universal Analytics properties with a current 360 order (Google Analytics 4 or Universal Analytics) received 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) were subject to downgrade to standard Universal Analytics properties, did not receive the extension, and stopped processing data starting on July 1, 2023.
  • 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. Some of the Universal Analytics reporting features that will no longer be available in January include Lifetime Value Report and Model Explorer.
    Note: Additional features/capabilities that will no longer be available in Universal Analytics will be listed here in the near future.
  • Starting March 2024: Certain advertising capabilities in our Universal Analytics 360 service will no longer be supported for affected traffic in the European Economic Area (EEA). For example, you won't be able to export conversions and audiences from Universal Analytics 360 to Google Ads and Google Marketing Platform for traffic in the EEA.
  • 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:
  • 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.

Tips and resources for 360 customers

Frequently asked questions

Expand all Collapse all 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 several ways to export data from your Universal Analytics property:

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 stopped 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:

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
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