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Universal Analytics Properties Officially Stops Processing New Data

Google Analytics has officially halted data processing for Universal Analytics (UA) properties, urging users to transition to Google Analytics 4 (GA4). As UA properties cease to function, Google once again offers tools and support for users navigating the switch to the newer platform.
August 22, 2023 1:52 pm

Google Analytics has officially ended its support for Universal Analytics (UA) properties. In a new email alert sent to users at 2:00pm EST on August 22nd, Google stated that Universal Analytics properties have ceased processing new data as the shift towards Google Analytics 4 (GA4) solidifies.

Earlier, in a communication dated July 30, 2023, Google had warned users of the impending cessation of UA data processing. With the recent email, they've now confirmed that the entire UA property has stopped recording new data. The message went further to inform users that all other Universal Analytics standard properties will follow suit shortly:

Despite the previous deadline set for July 1, 2023, to transition from UA to GA4, many users observed that their Universal Analytics properties were still functional weeks later. This period, which extended 40 days beyond the initial cut-off date, granted users additional transition time. However, with the latest email, Google has sent a clear message: The age of Universal Analytics is coming to an end.

For users who are yet to make the transition, Google Analytics is offering support to ensure a smooth migration. The email highlighted the availability of the Setup Assistant, a user-friendly tool specifically crafted to aid users during the GA4 setup. The assistant offers tailored recommendations based on the user's unique requirements and suggests optimized features and settings for their GA4 property.

The cessation of Universal Analytics marks the end of an era. But as one chapter closes, another begins with GA4, set to provide users with a more advanced, event-driven model, offering comprehensive insights into user behaviors, cross-platform tracking, and predictive metrics even though it's highly disliked by many in the SEO community.

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Written by Justin Gluska
Justin is the founder of Gold Penguin, a business technology blog that helps people start, grow, and scale their business using AI. The world is changing and he believes it's best to make use of the new technology that is starting to change the world. If it can help you make more money or save you time, he'll write about it!
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