As of 1st July 2024, the era of Universal Analytics properties will come to a close, making way for the full integration of Google Analytics 4 properties. This transition marks a significant shift in analytics platforms, and it’s crucial for Universal Analytics users to prepare accordingly to avoid any disruptions in data access and utilization.

Here’s what you need to do before the deadline to ensure a smooth transition:

1. Export Your Data

One of the most critical steps is to export your data from Universal Analytics. Failure to do so before the cutoff date could result in permanent loss of valuable insights. Google Analytics provides methods to download or export your data, but it’s essential to act promptly. If you’re utilizing the BigQuery integration, initiate the process immediately to secure your historical data.

2. Product Integrations

Various product integrations relying on Universal Analytics data and settings will cease to function after the transition. Take note of the following implications:

Conversion Tracking: Goals and ecommerce transactions within Universal Analytics will no longer measure new conversions. This could impact ad campaign performance, especially with Smart Bidding strategies reliant on these metrics.

Audience Lists: Universal Analytics audience lists will be closed, affecting ad campaign targeting and performance based on audience segmentation.

API Requests: Any API requests related to Universal Analytics properties will fail post-transition. Tools like Looker Studio, dependent on these APIs, will cease to display Universal Analytics data.

BigQuery Export: Requests for BigQuery export and backfill of historical data from Universal Analytics 360 properties must be made before June 30, 2024. Data already exported will remain accessible.

Attribution Projects: Attribution Projects associated with Attribution (beta) in Google Analytics will be deleted.

3. Migration to Google Analytics 4

To avoid disruptions and continue harnessing the power of analytics, it’s vital that you migrate to Google Analytics 4 properties. Follow the migration guide provided by Google Analytics to commence the transition process. This will ensure continuity in tracking, reporting, and analysis beyond the Universal Analytics sunset.

4. Stay Informed

Stay aware of updates and announcements regarding the transition from Universal Analytics to Google Analytics 4. Regularly check the Google Analytics Help Centre for any additional guidance or resources that may facilitate the migration process.

Final Thoughts

The shift from Universal Analytics to Google Analytics 4 signifies a new chapter in digital analytics. By taking proactive steps to export data, manage product integrations, and migrate to the latest platform, you can navigate this transition seamlessly and continue deriving actionable insights to drive your business forward. Don’t wait until the last minute—start preparing today to ensure a smooth and uninterrupted analytics experience!