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Common Analytics is formally changed by Google Analytics 4


Effectively, it’s lastly occurring – the dreaded Common Analytics sundown has began.

Right here in america, UA continues to be processing knowledge, however we had been greeted by an ominous message after we logged into our account this morning:

  • “This property is scheduled to cease processing knowledge very quickly. As soon as this goes into impact, you’ll want a Google Analytics 4 property to measure web site efficiency.”

This warning began showing on UA at round 7am EST, as soon as once more reminding entrepreneurs that they need to migrate to Google Analytics 4 to take care of their web site measurement.

Screenshot 2023 07 01 At 13.52.42 800x34

Why we care. As we speak’s compelled migration to GA4 is a historic transitional second in digital advertising and marketing. Advertisers now haven’t any alternative however to make use of GA4 in the event that they to trace the efficiency of their web sites and campaigns – except they need to discover an analytics different outdoors of Google in fact.

The way it works. Google has suggested that right now’s UA shutdown is being rolled out in phases which is why some entrepreneurs should be capable of entry sure knowledge. Nonetheless, all properties which can be nonetheless functioning are in a queue to be deleted, which will likely be occurring on a rolling bases.

What has Google mentioned? Google has been warning entrepreneurs that they should migrate over to GA4 for greater than a yr. On Twitter and by way of a press release on the Analytics Assist Heart, Google mentioned:

  • “As we speak, we start shutting down Common Analytics as we welcome you to Google Analytics 4.
  • “This won’t occur in a single day, so some Common Analytics properties might proceed to course of knowledge.
  • “Nonetheless, all properties have now been added to the queue, and those who haven’t accomplished the improve will Jumpstart on a rolling foundation.”
  • Google Analytics 4 is our next-generation measurement answer, and it has changed Common Analytics.”
  • “Normal Common Analytics properties have stopped processing new knowledge. To take care of your web site measurement, you’ll want a Google Analytics 4 property.
  • “We strongly encourage you to make the swap to Google Analytics 4 as quickly as potential. In case you use Common Analytics knowledge in your Google Advertisements account, ensure you migrate your Common Analytics property’s Google Advertisements hyperlinks to your Google Analytics 4 property.

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Timeline. The shutdown of Common Analytics is being rolled out the next phases, with the ultimate part set for July 2023:

  • March 2023: Google mechanically created a GA4 property for entrepreneurs who did not decide out of the automated property creation possibility. The place potential, current website tags had been used.
  • July 2023: UA stops processing hits, together with customary properties in accounts that additionally include 360 properties. Entrepreneurs nonetheless have entry to beforehand processed knowledge of their UA property till July 2024.
  • July 2024: All entrepreneurs, even these with 360 properties, will now not have entry to the UA person interface and API.

Deep dive: For extra info on tips on how to migrate to GA4, learn Google’s ‘Learn to make the swap‘ information.


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Concerning the writer

Nicola Agius

Nicola Agius is Paid Media Editor of Search Engine Land after becoming a member of in 2023. She covers paid search, paid social, retail media and extra. Previous to this, she was search engine optimization Director at Jungle Creations (2020-2023), overseeing the corporate’s editorial technique for a number of web sites. She has over 15 years of expertise in journalism and has beforehand labored at OK! Journal (2010-2014), Mail On-line (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Solar (2018-2020). She additionally beforehand teamed up with search engine optimization company Blue Array to co-author Amazon bestselling e-book ‘Mastering In-Home search engine optimization’.

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