Exactly one year after the implementation of Google Analytics 4, users are being made aware that all Universal Analytics data will cease to be available, marking the final phase in replacing UA with its successor. While the announcement was initially a source of significant concern, Google has released several resources with information regarding this shift, in addition to direct communication with Universal Analytics users. 

Timeline and Further Details

Those who will be affected by the sunset include any and all standard UA properties, and the erasure of data will take place at the beginning of July; according to a Google Analytics help center article, “Starting the week of July 1st, 2024: You won’t be able to access any Universal Analytics properties or the API (not even with read-only access), and all data will be deleted. While the standard sunset took weeks to complete, the full Universal Analytics shutdown will happen within a week.”

Why Google is Ending Universal Analytics

Learning about these sweeping changes will leave many users with numerous questions - likely starting with, “Why?” An article published to MonsterInsights by Syed Balkhi outlines the multiple additions and changes that come along with GA4, leading to a deeper understanding of why this shift is taking place. This list includes, but is not limited to:

• Brand new metrics, such as engagement time and engaged sessions.
• The addition of conversion events and discontinuation of UA’s “Goals.”
• An emphasis on security in light of new privacy legislation, with Balkhi writing specifically, “With new laws like GDPR and PECR, Google Analytics 4 was built with these restrictions in mind, helping you stay more compliant.”

‍How These Changes Connect With Our Agency

In light of this news regarding Universal Analytics and GA4, the removal of stored data will impact clients with The Moran Group; however, measures have already begun to preserve this historical data. Client GA4 properties have been prepared for well over a year in advance of this change, and the process of backing up all clients’ Universal Analytics data has been ongoing since late March of this year and is projected to be completed by early May.

Sources

• Ketchum, Russell. “Upgrade to Google Analytics 4 before July 1.” Google, Google, 7 June 2023, blog.google/products/ads-commerce/upgrade-to-google-analytics-4-before-july-1/
• “Google Analytics 4 Has Replaced Universal Analytics - Analytics Help.” Google, Google, support.google.com/analytics/answer/11583528?hl=en. Accessed 12 Apr. 2024.
• Balkhi, Syed. “Universal Analytics Sunset: What It Means & What to Do Now.” MonsterInsights, 3 Feb. 2023, www.monsterinsights.com/universal-analytics-sunset-what-it-means-what-to-do-now/