Google has issued a crucial reminder regarding the imminent discontinuation of all Universal Analytics (UA) services and APIs, slated for July 1. This cessation of UA services underscores the urgency for users to transition fully to Google Analytics 4 (GA4) properties to avoid potential data loss.
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As GA4 properties supplant UA, access to UA properties via the Google Analytics front-end and APIs will be terminated come July. Consequently, users who have not yet completed the migration to GA4 are strongly urged to consult the migration guide and commence the transition process promptly.
The ramifications of failing to migrate before the UA sunset are significant. Any data residing within UA properties that remains un-exported or unbacked up before the deadline will be irretrievably erased by Google. This loss of data could have far-reaching implications, potentially impacting campaign performance and digital marketing insights.
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To safeguard against data loss, users are advised to promptly export their data using one of the methods outlined in the Google Analytics Help Center. For those intending to leverage the Big-Query integration for exporting historical data from Universal Analytics 360 properties, initiating this process without delay is paramount to ensure data preservation.
The discontinuation of Universal Analytics services will bring about several changes affecting data access, settings, and functionality. Notably, the cessation of UA services will render new conversions, including goals and ecommerce transactions, unmeasurable. This includes conversions originating from linked advertising accounts, which could adversely impact the performance of ad campaigns, particularly those employing Smart Bidding strategies reliant on conversion data via pay per click marketing.
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Furthermore, the closure of Universal Analytics audience lists will disrupt ad campaign targeting and activation, potentially affecting campaign performance and audience reach. Additionally, API requests associated with Universal Analytics properties will cease to function, leading to failures in data retrieval and management tasks. This could impact the functionality of tools reliant on these APIs, such as Looker Studio, which will no longer display Universal Analytics data.
Users are reminded that the window for requesting Big-Query export and backfill of historical data from Universal Analytics 360 properties will close on June 30. Any data exported prior to this deadline will remain accessible in Big-Query, providing users with continued access to historical data for analysis and insights.
Furthermore, users utilizing Attribution Projects that were part of Attribution (beta) in Google Analytics should be aware that these projects will be deleted as part of the discontinuation of Universal Analytics services.
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In conclusion, the impending discontinuation of Universal Analytics services necessitates swift action from users to migrate to Google Analytics 4 properties to avoid data loss and ensure uninterrupted access to critical insights and analytics functionalities. By adhering to Google’s migration guidelines and promptly exporting data, users can mitigate the risks associated with the sunset of Universal Analytics services and safeguard their marketing efforts and data assets.
