Universal Analytics still processing data for most after sunset
Most marketers are still able to log into their Universal Analytics accounts and continue using them as normal.
Despite informing marketers that Google Analytics 4 would take its place on July 1, most users' access to UA continues as usual.
why it matters to us. Despite Google's claims that it was driving the move from UA to GA4, marketers were hesitant to make the change. Despite having received more than a year's warning, many in the business were unprepared for the sunset deadline and have been finding it difficult to manage GA4. With that in mind, it'll be comforting to know that UA is still processing data, though probably not for very long.
What’s happening? While it appears that the majority of marketers are still able to access real time data as usual in UA, some have reported seeing a new warning messages on their accounts. It reads:
•“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.”
Meanwhile, others have confirmed to Search Engine Land that UA has already stopped processing data on their accounts. James Brockbank, managing director of Digitaloft, told us:
•“I can still see realtime for this UA property but it’s no longer tracking data as of today.
•“This has been showing as 0 (same across a few different sites’ properties) since midnight in the properties’ time zone. Was all showing up to today.”
For those still using UA as opposed to GA4, it looks as though their accounts may very well be on borrowed time.
What has Google said? On July 1, Google released a statement on Twitter and the Analytics Help Center to explain why some people may still have access to their UA data as. The search engine stated that the sunset was being rolled out in phases. It said:
•“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 completed the upgrade will Jumpstart on a rolling basis.”
• Google Analytics 4 is our next-generation measurement solution, and it has replaced Universal Analytics.”
• “Standard Universal Analytics properties have stopped processing new data. To maintain your website measurement, you’ll need a Google Analytics 4 property.”
•“We strongly encourage you to make the switch to Google Analytics 4 as soon as possible. If you use Universal Analytics data in your Google Ads account, make sure you migrate your Universal Analytics property’s Google Ads links to your Google Analytics 4 property.”
