Reminder – Google is turning off all Universal Analytics services and APIs

To migrate from Universal Analytics to Google Analytics 4 (GA4), you should follow the GA4 migration guide provided by Google. This guide offers a step-by-step process to help you transition smoothly and ensure that you retain access to your valuable analytics data.

After the discontinuation of Universal Analytics services on July 1, you will no longer be able to access or use any data or settings through the Google Analytics front-end and APIs. It is crucial to download or export your data before the UA services sunset completely, as any data left unexported will be permanently deleted by Google and will not be recoverable.

To retain access to your Universal Analytics data after the service ends, you should export your data using one of the methods outlined in the Google Analytics Help Center. If you have a Universal Analytics 360 property and plan to use the BigQuery integration for exporting historical data, it is strongly advised to start this process immediately.

If you do not export your Universal Analytics data before the shutdown, the consequences include:

• Permanent deletion of your data by Google, making it unrecoverable.
• Potential impact on campaign performance, as new conversions will no longer be measured, and audience lists for ad targeting will be closed.
• Failure of API requests associated with Universal Analytics properties, affecting tools that depend on these APIs.

The last date to request BigQuery export and backfill of historical data from Universal Analytics 360 properties is June 30. After this date, you will not be able to initiate new exports, and any data not already exported will be inaccessible through Universal Analytics.