Google has issued an urgent warning to all Universal Analytics 360 users that they must migrate to Google Analytics 4 (GA4) and complete a historical data export before the end of March. Failure to take action within the next two weeks could result in the loss of critical advertising capabilities. Google is advising users to take a few specific steps before the end of February to ensure a smooth transition to GA4, including migrating their Universal Analytics property’s Google Ads links to their GA4 property and exporting historical data.
The sunset for GA4 is set for July 1, after which users will not be able to access any UA properties or the API, and all data will be deleted. Hence, Google is advising users to migrate to GA4 by March to have three months to validate data and settings. While the standard sunset took weeks to complete, the full UA shutdown will happen within a week.
The reason for GA4 replacing UA is the “constantly changing technology and regulatory ecosystem,” according to Google. The company developed this new analytics platform to meet the evolving technological and regulatory demands, ensuring compliance and functionality in the current landscape.
Google Ads liaison office Ginny Marvin emphasized the urgency of the situation for UA360 users. She stated, “If you’re a UA360 user, please act urgently to migrate to GA4. If you do not migrate by March, you will lose critical advertising capabilities that will no longer be supported in UA360 for affected traffic in the EEA.”
Overall, the article serves as an urgent call to action for Universal Analytics 360 users to migrate to Google Analytics 4 (GA4) and complete a historical data export before the end of March. Failure to do so by the end of February could result in the loss of critical advertising capabilities. With the sunset for GA4 set for July 1, users must take immediate action to ensure a smooth transition and validate data and settings within the next three months. This move is driven by the constantly changing technology and regulatory ecosystem, and Google has developed GA4 to meet the evolving technological and regulatory demands, ensuring compliance and functionality in the current landscape.
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