Google's July 1st Deadline: Understanding the Transition from UA to GA4

Despite giving advertisers a year's notice, many were unprepared for Google's July 1st deadline to switch from Universal Analytics (UA) to its new Google Analytics 4 (GA4) tool. As a result, marketers have been struggling to understand how to use the new software.

However, it appears that UA is still processing data as usual for the majority of people. Some have reported seeing warning messages on their accounts such as:

• "This property is scheduled to stop processing data very soon"
• "Any conversions and audiences you use with Google Ad campaigns will stop working"
• "To avoid serious disruption to your ads, book a free support session to to complete your move to Google Analytics 4 today."

For those still using UA as opposed to GA4, it appears their accounts may be on borrowed time. Google released a statement on Twitter to explain why some people may still have access to their UA data:

Today, we begin shutting down Universal Analytics as we welcome you to Google Analytics 4. This will not happen overnight, so some Universal Analytics properties may continue to process data. However, all properties have now been added to the queue, and those that have not...

The shutdown of UA is being rolled out in stages. In March 2023 Google automatically created a GA4 property for marketers who didn’t opt out of the automatic property creation option. July 2023 is when UA will stop processing hits, including standard properties in accounts that also contain 360 properties. Finally, in July 2024 all marketers, even those with 360 properties, will no longer have access to the UA user interface and API.

For technology-savvy business professionals, it is important to note that despite warnings from Google, Universal Analytics is still processing data for most people. However, it is likely that this won't be the case for much longer, and marketers should start preparing for the transition into Google Analytics 4.

Originally reported by Martech: https://martech.org/universal-analytics-is-still-functional-for-most-users/
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