Google Announced All Universal Analytics Services Cease to Function Starting July 1, 2024

As previously reported, Universal Analytics properties will be fully replaced by Google Analytics 4 properties by July 1, 2024. Google will turn off all Universal Analytics services and APIs, making Universal Analytics properties unreachable via the Google Analytics front-end and APIs.

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

To keep access to data from your Universal Analytics property, download or export it today. If you do not follow one of the options outlined in the Google Analytics Help Center, Google will permanently delete your data, which will not be recoverable. If you intend to use the BigQuery integration to export historical data from your Universal Analytics 360 property, Google strongly advises you to do so immediately.

Universal Analytics data and settings accessed or used through advertiser, publisher or other product integrations will be unavailable when services have stopped. Here are the example from Google:

• ​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.