Google has announced a deadline for users of its Universal Analytics (UA) platform to export their data before the platform stops collecting data on July 1, 2023. After this date, users will still have access to view and export data until July 1, 2024, when UA will be shut down completely.
In the year between when UA stops collecting data and when it is shut down, users will have Viewer access to historical data and reports in the user interface, but will not have Editor access. Bidding, audience or conversion data will not be sent to Google Ads or third-party integrations.
Universal Analytics 360 customers will still be able to collect data until July 2024, with a year after that to export data and use the Viewer for historical data and reports. Furthermore, UA 360 contract holders will be able to create standard Universal Analytics properties and upgrade them to 360 to continue data processing.
Google is taking steps to make the migration to Google Analytics 4 (GA4) as smooth as possible, providing users with ample time to retrieve their data and automate the process enough that even non-tech savvy users can make the transition.
Ultimately, this data migration deadline is important for businesses that rely on Universal Analytics. They must take action before July 1, 2023 to ensure they don't lose any of their data, and to ensure a seamless transition to Google Analytics 4.
Originally reported by Martech: https://martech.org/google-sets-deadline-for-getting-data-out-of-universal-analytics/
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