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Google Universal Analytics to be retired effective July 1, 2024

On July 1, 2024, Google Analytics 4 properties will fully replace Google Universal Analytics properties, as previously announced. Google will start shutting down all Universal Analytics services and APIs from that date, making Universal Analytics properties inaccessible through Google Analytics front-end and APIs. If you have not completed the migration to Google Analytics 4 properties, refer to the migration guide to begin the transition today.

Data Export

To retain access to data from your Universal Analytics property, it is essential to download or export your data now. Failure to do so using the methods outlined in the Google Analytics Help Center will result in permanent deletion of your data by Google, with no possibility of recovery. If you plan to utilize the BigQuery integration for exporting historical data from your Universal Analytics 360 property, we recommend starting this process without delay.

Product Integrations

Access to Universal Analytics data and settings through advertiser, publisher, or other product integrations will cease once services are discontinued. For instance:

  • Universal Analytics goals and ecommerce transactions will no longer track new conversions, impacting ad campaign performance when using Smart Bidding.
  • Audience lists will also be closed, affecting ad campaign media activation and performance.
  • API requests for Universal Analytics properties will fail, including data deletion requests through the User Deletion API.
  • Tools like Looker Studio relying on the API will not display Universal Analytics data.
  • BigQuery export and backfill for historical data from Universal Analytics 360 properties can only be requested until June 30, 2024.
  • Any data already exported will remain accessible in BigQuery.
  • Attribution Projects from Attribution (beta) in Google Analytics will be removed.

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