Google has begun the process of shutting down Analytics Universal for properties. For those who have not yet switched to Google Analytics 4, this means that they will no longer receive new data. However, existing data can still be accessed until July 1, 2024.
The announcement and the reactions
The end of Google Analytics Universal was announcedby Google well in advance. This gave website operators sufficient time to switch from the old version of Analytics Universal to Google Analytics 4. However, this change was not welcomed by everyone. Google Analytics 4 differs from its predecessor in several respects, particularly in terms of its modified user interface and the event-based approach used in Google Analytics 4.
The shutdown process
As announced, Google has now begun to phase out Analytics Universal. According to a statement from Google on Twitter, data for individual properties will continue to be collected in Analytics Universal for the time being. However, the phase-out is planned for all properties. Properties that have not yet been converted will follow gradually.
What happens to the data that has already been collected?
The data collected so far in Google Analytics Universal can still be accessed until July 1, 2024. After that, access will be disabled. It is therefore advisable to export and back up the data beforehand.
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