Starting from July 1, 2024, we will no longer have access to Universal Analytics, as stated in a notification Google sent to its users, marking the final phase-out date for Universal Analytics.
In 2022, Google announced it would stop Universal Analytics from processing data. Then, in 2023, it sent another notice about halting the processing of new data.
The latest notification includes the following message:
On July 1, 2024, Google Analytics 4 (GA4) will completely replace Universal Analytics, as previously announced.
From that date, Google will shut down all services and APIs for Universal Analytics, meaning you won't be able to access Universal Analytics through the front-end or APIs.
If you haven't transitioned to GA4 yet, follow the data migration guide to start the process today.
Exporting Your Data
To retain access to your data from Universal Analytics, you need to download or export it now. If you don't do this using one of the available methods in the Google Analytics Help Center, Google will permanently delete the data, and it won't be recoverable.
If you want to use BigQuery integration to export previous data from Universal Analytics 360, we strongly recommend starting this process immediately.
Product Integrations
When services are shut down, you won't be able to access or use Universal Analytics data and settings through integrations with advertiser, publisher, or other products. For example:
1. Goals and e-commerce transactions in Universal Analytics will stop measuring new conversions, even from linked ad accounts, which could affect ad campaign performance if these conversions are used with Smart Bidding.
2. User lists in Universal Analytics will be closed, which might impact media performance and activation in ad campaigns.
2. Data requests from APIs linked to Universal Analytics properties, including user deletion API requests, will be impossible. This means tools relying on these APIs, such as Looker Studio, won't display any Universal Analytics data.
3. You can request to export previous BigQuery data or add new data from Universal Analytics 360 until June 30, 2024. Exported data will remain available in BigQuery.
4. Source projects that were part of the Source Project (beta) feature in Google Analytics will be deleted.
