Google Universal Analytics Historical Data Access Extended Until July 1, 2024

Great news for users who haven’t yet exported their Universal Analytics (UA) data! Google has announced that access to historical data will be available until July 1, 2024. Data collection for UA will cease on July 1, 2023, and Google will create Google Analytics 4 (GA4) accounts for users who have not yet set them up.

According to a tweet by Krista Seiden:

Tweet by @kristaseiden

As you plan your GA4 migration, keep the following points in mind after the sunset of UA:

  1. Users will have viewer access to historical data and reports in the user interface but not editor access until the platform is turned off.
  2. Data export will still be possible, as described in the available solutions. However, after the property turndown, no new data will be processed, and there will be no updated reports or metrics with post-sunset data.
  3. Bidding, audience, or conversion data will not be sent to Google Ads or third-party integrations.
  4. Current Universal Analytics 360 contract holders will have the option to create standard Universal Analytics properties and upgrade them to 360 to continue data processing.

For more information on UA, GA4, and Analytics 360 milestones, refer to the Google Analytics Help page.

Why This Matters: With the discontinuation of UA data collection, advertisers may need to explore alternative solutions or upgrade to Google Analytics 4. GA4 offers advanced features such as cross-device tracking, machine learning, and privacy controls. However, it’s essential to export your historical UA data before you lose access on July 1, 2024.

To ensure a smooth transition and make the most out of GA4, consider reviewing this comprehensive guide on GA4 migration and how it can benefit your business.

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