Google Analytics 4 Will Fully Replace Universal Analytics

As previously disclosed, Google Analytics 4 properties will completely replace Universal Analytics properties on July 1, 2024. On that day, Google will start to disable all Universal Analytics services and APIs, making Universal Analytics properties unavailable via the Google Analytics front-end and APIs.

You can better analyze user activity on your websites and apps with the aid of Google Analytics 4. It tracks that activity while adjusting to a changing regulatory environment and technological advancements. Google AI fills in the gaps in the consumer process, forecasts future purchase behavior, and provides you with pertinent insights.

If you haven’t completely migrated to Google Analytics 4 properties, follow the migration guide from Google to start making the switch today.

You should download or export your data now to keep access to it from your Universal Analytics property. Your data will be permanently erased by Google and irretrievably lost if this isn't done via one of the methods outlined in the Google Analytics Help Center. Google strongly advises getting started right away if you plan to use the BigQuery integration to export historical data from your Universal Analytics 360 property.

Additionally, Google states that when services are discontinued, Universal Analytics settings and data accessed or used through publisher, advertiser, or other product connections will not be available. Here are a few Google examples:
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• Universal Analytics goals and ecommerce transactions will stop measuring new conversions, including within linked advertising accounts. This may affect ad campaign performance if those conversions are used in combination with Smart Bidding.
• Universal Analytics audience lists will be closed, which may affect ad campaign media activation and performance.
• API requests related to Universal Analytics properties will fail, including requests for deletion of Universal Analytics data through the User Deletion API. This also means that tools relying on an API, such as Looker Studio, will not show any Universal Analytics data.
• BigQuery export and backfill of historical data from Universal Analytics 360 properties can only be requested up to and including June 30, 2024. Already exported data remains available in BigQuery.
• Attribution Projects that were part of Attribution (beta) in Google Analytics will be deleted.