Universal Analytics Shutdown: Crucial Steps to Take Before July 1st

July 1st, 2024 marks the final curtain call for Universal Analytics (UA). After this date, historical UA data in reports and for analysis will be inaccessible. This transition signifies the end of UA and opens doors to new possibilities with Google Analytics 4 (GA4) and the power of BigQuery.

Adswerve’s UA Data Rescue package seamlessly transfers up to five years of data to BigQuery. This ensures that your historical UA data is future-proofed and remains accessible for analysis even after the UA shutdown.

To ensure a smooth transition from UA, you should:

• Data Export/Download: Export or download all essential UA data (standard and 360 properties) before June 30th.
• Conversions & Audiences: Replace UA conversions and audiences used for bidding in Google Ads, SA360, and Display & Video 360.
• Solution Updates: Update any solutions relying on UA data, including those integrating via APIs, Looker Studio dashboards, and third-party connections.
• Data Transfer System Shutdown: Turn off systems sending data to UA via Measurement Protocol and Data Import.

The UA shutdown will occur in two stages:

• Stage 1: Access to current and historical UA data through the Google Analytics interface, mobile app, and APIs will cease. Data exports to BigQuery will also stop, except for ongoing backfills. You may see empty UA properties briefly as backend processes shut down. Properties with active backfills might remain visible even after July 1st, indicated by a red banner.
• Stage 2: Property deletion begins immediately for properties without active backfills. Once deleted, product links will vanish, and API calls will fail. Historical conversions sent to Google Ads and Search Ads 360 before July 1st will remain visible, and audiences in campaigns may continue to function as long as they meet privacy thresholds.

It is crucial to act now because the transition might seem daunting, but there is just enough time to ensure a smooth move. With the deadline fast approaching, reaching out before June 15th to discuss data migration options can help you seamlessly shift to GA4 and BigQuery before July 1st. Delaying action could result in the loss of essential UA data and disruptions in your campaigns.