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July 2024 Universal Analytics Shutdown

by Natalie Temple

Jun 24, 2024

As you may remember, in 2020 Google introduced a new generation analytics software known as Google Analytics 4, or GA4 for short. Replacing its predecessor Universal Analytics. 


On July 1, 2024, all Google Analytics users will lose access to their data in Universal Analytics.


So what does this mean for you?

It’s likely that your Universal Analytics stores your site’s data from when it was released in 2012. After July 1st, you’ll no longer be able to access this, you’ll only be able to view data processed in your GA4 account. 


Therefore, we understand that it may be something you want to keep. 


The following statement has been released by Google outlining the specifics of this Universal Analytics shutdown:


Starting the week of July 1, 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.” 


What are the next steps?

It’s important to remember that this data is YOUR data, and your decision as to whether you want to keep it. All data from your Universal Analytics account can be exported for safe keeping, allowing you to refer back for years to come. However, this MUST be done before July 1, 2024. 


In terms of your reports, currently, we have been able to reference YoY data with your Universal Analytics data if you had not set up your GA4 account. However, moving forward from July, this will not be possible and therefore all of your reporting data will come solely from GA4. 


If you’d like to discuss exporting your data, please get in touch with your account manager who can advise.


If you have any questions about the Universal Analytics shutdown, please don’t hesitate to reach out to our team of specialists. We have a dedicated team on-hand to support.

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