universal analytics sunset

FYI: Universal Analytics Will Sunset July 1, 2024

By ||Published On: May 28th, 2024||Categories: Firefly Marketing, Food for Thought, Marketing||

Well, this is it. Universal Analytics (UA) will go away for good on July 1st, 2024.

UA was the standard analytics measurement tool for Google Analytics since 2012. Google Analytics 4 (GA4) was introduced in 2020 as their next generation of data solutions. 

UA properties in Google Analytics officially stopped processing new data almost one year ago, July 1, 2023. Prior to this date, most UA users transitioned into GA4, which became the default property for all new accounts. 

From Google: “Starting the week of July 1, 2024: You won’t be able to access any Universal Analytics properties or the API (not even with read-only access), and all data will be deleted.”

For those who still have a UA property, you will need to download all of your historical data before it’s gone for good. 

Learn more about this update here: https://support.google.com/analytics/answer/11583528?hl=en

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About the Author: Hunter Euchaski

Digital Marketing Manager – Self-professed Harry Potter enthusiast who loves a good cup of Joe, Hunter brings SEO savvy to Firefly. Since her start, she has been studying data and metrics in order to provide clients with a unique presence in the digital realm. Adapting quickly to the ever-changing marketing landscape, she helps to find the big picture in a sea of data.

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