Google warns Universal Analytics 360 users must migrate to GA4 ‘urgently’

Google has issued an urgent warning to Universal Analytics 360 users, stating that they must migrate to Google Analytics 4 (GA4) and complete a historical data export before March. Failure to take action within the next two weeks could result in the loss of critical advertising capabilities. For UA360 users, Google advises taking several steps before the end of February to ensure a smooth transition to GA4. These steps include migrating the Universal Analytics property’s Google Ads links to the GA4 property, importing GA4 conversions, switching to bidding on them, adding GA4 audiences to a campaign or ad group, and exporting historical data. Google has announced that from July 1, UA properties and the API will no longer be accessible, and all data will be deleted. The company is advising users to migrate to GA4 by March so that they have three months to validate data and settings. The full UA shutdown will happen within a week, a much quicker process than previous sunsets. Google has stated that the constantly changing technology and regulatory ecosystem are the driving force behind the mandatory migration from UA to GA4. The company developed GA4 to meet the evolving technological and regulatory demands, ensuring compliance and functionality in the current landscape. Google Ads liaison office Ginny Marvin emphasized the urgency of migrating to GA4, stating that failure to do so by March will result in the loss of critical advertising capabilities that will no longer be supported in UA360 for affected traffic in the EEA. Users are encouraged to read Google’s announcement in full for more information.


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