Google delays closure of Universal Analytics 360 – What you need to know.
The date at which Google Universal Analytics 360 will sunset has been postponed for nine months, moving to 1 July 2024.
Universal Analytics was due to close on 1 October 2023 but in in announcing the change, Google said that the delay would allow the search engine to further develop the GA4 platform for its enterprise customers.
“We’re focusing our efforts and investments on Google Analytics 4 to deliver a solution built to adapt to a changing ecosystem. Because of this, throughout 2023 we’ll be shifting support away from Universal Analytics 360 and will move our full focus to Google Analytics 4 in 2024.”
So what does this mean for your GA4 plans? Here’s what you need to know.
This only applies to the enterprise version of Google Analytics
For clarity, this announcement only applies to the enterprise-level Universal Analytics 360 product. The switch-off for the standard Universal Analytics product is still planned for 1 July 2023, and your migration plans should now be in place.
The new sunset date is 1 July 2024
As mentioned, the date for your diary is 1 July 2024, after which point all data collection will cease in Universal Analytics 360 and you will need to start using GA4.
Google does intend to automatically migrate accounts to Google Analytics 4 in early 2023, creating a GA4 setup for any account that doesn’t already have one. This is a planned feature and you will be able to opt-out of this if you would prefer to create an account manually.
The earlier you switch, the better
Google is urging website owners to migrate to GA4 as soon as possible, cautioning that customers may see some degradation in performance in UA360 up to the sunset date, given that the search engine will be running two systems side-by-side during the transition period.
The search engine is also keen to stress that the sooner organisations switch to GA4, the more historical data they will be able to access for the purpose of looking back at previous trends and comparing year-on-year data.
Want to know more?
On Tuesday 8 November 2022, 10am – 11am (UK time), Reprise’s Kit Sandford, UK Head of Analytics, and Chris Schimkat, Global Head of Analytics, will be joined by Google’s Alice Crawley, to present Get Ready for Google Analytics 4: What you need to know about the next generation of analytics, where we will discuss just what the move to Google Analytics 4 means for your brand, and what you need to do to be ready for the switch-off of Universal Analytics in 2023.
In this webinar, we will discuss:
- The key features and additions in GA4.
- What you need to do to prepare for the end of Universal Analytics in June 2023.
- Why you need to start planning now, in order to make the most of your existing data.
- Best practice guidance for making the switch from UA to GA4.
- How to align GA4 with performance marketing.
The webinar takes place on Tuesday 8 November 2022, 10am – 11am (UK time), and will be available to all registered delegates on demand.