Universal Analytics Shutdown: Important Actions to Take Before July 1st

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As you know, Universal Analytics (UA) reaches its final curtain call on July 1st, 2024. While this signifies the end of an era, it also opens doors to new possibilities with Google Analytics 4 (GA4) and the power of BigQuery.

The Focus: Securing Your Data and Embracing the Future

Our primary concern is ensuring a smooth transition for you. Here's what you need to know:

  • Data Security: After July 1st, historical UA data in reports and for analysis will be inaccessible. This is where BigQuery comes in – Adswerve’s UA Data Rescue package seamlessly transfers up to five years of data to BigQuery, future-proofing your analytics.

The Shutdown Process (Starts July 1st):

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 (more on that below). You may see empty UA properties briefly as backend processes shut down. Deletion timelines may vary, with large properties taking longer. Properties with active backfills might remain visible even after July 1st. A red banner will indicate imminent deletion for all visible UA properties.
  • Stage 2: Property deletion begins immediately for properties without active backfills. Once deleted, product links will vanish, and API calls will fail. However, 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.

Crucial Actions to Take Before July 1st:

  • Data Export/Download: Ensure you export or download all essential UA data (standard and 360 properties) before June 30th. Data not downloaded by this deadline will be lost, except for properties with active backfills.
  • Conversions & Audiences: Replace UA conversions and audiences used for bidding in Google Ads, SA360 and Display & Video 360 to avoid campaign disruptions.
  • 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.

Limited UA Resource Availability:

Shortly after the shutdown begins, Google will phase out UA support and training resources. This includes Help Center articles, developer documentation and educational content. While troubleshooting and technical support teams remain available, UA property support will end on July 1st.

Time Is Running Out: Act Now!

We know the transition might seem daunting, but there's just enough time to ensure a smooth move. With the deadline fast approaching, please reach out to us before June 15th to discuss your data migration options. Our expertise can help you seamlessly shift to GA4 and BigQuery before July 1st. Don't wait – contact us today!