Google Universal Analytics is going away

Take action on your Google Analytics account before July 1, 2023.

I received an email from Google informing me that Google Analytics 4 will replace Universal Analytics. This is the announcement that Google made in the email I received from them.

The next-generation measuring tool from Google, Google Analytics 4, has replaced Universal Analytics. Standard Universal Analytics properties will stop processing data on July 1, 2023. Google fervently urges users to upgrade to Google Analytics 4 as quickly as possible.

What's going to happen

​If you don't currently have a GA4 property, Google will generate one for you starting in March 2023, unless you want to opt out. The parameters in your Universal Analytics property will serve as the foundation for this new property. Unless you choose to opt out, Google will transfer any configurations (such as goals, audiences, etc.) from your Universal Analytics property that you have not designated as complete in your GA4 property if you have built a GA4 property and that property is linked to that property.

You can keep using and gathering new data for your Universal Analytics properties until July 1, 2023. After this, some websites will still be processing data while Google prepares to shut down Universal Analytics.

​You will have access to the previously processed data in your Universal Analytics property for at least six months following July 1, 2023. Google strongly advises you to export your historical reports at this time because they are aware of how valuable your data is to you.

Google will announce a future date for the removal of the current Universal Analytics features in the upcoming months. You won't be able to access your Universal Analytics data via the API or view your Universal Analytics reports in the Analytics interface after this future date.

Check if your Google Analytics property is impacted

​A Universal Analytics property is most likely what you're utilizing if you made your property before October 14, 2020.

There is no need to take any action if your property was formed after October 14, 2020, as you are probably currently using a Google Analytics 4 property.