Google Analytics 4 has replaced Universal Analytics

Google Analytics 4 is our next-generation measurement solution, and it has replaced Universal Analytics. 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. While the standard sunset took weeks to complete, the full Universal Analytics shutdown will happen within a week. We know your data is important to you, and we recommend that you export your previously processed data before this date.

If not done already, you should:

1. Migrate your Universal Analytics property's Google Ads links to your Google Analytics 4 property and do one or both of the following in your Google Ads account:

2. Ensure you have GA4-versions of the valuable UA conversions you used to use.

3. Add Google Analytics 4 audiences to a campaign or ad group (for remarketing).

4. Export historical data using one or more of the solutions outlined below.

How can I export data from my Universal Analytics property?

There are several ways to export data from your Universal Analytics property:

1. Export individual reports into the following formats:

• CSV

• TSV

• TSV for Excel

• Excel (XLSX)

• Google Sheets

• PDF

2. Use the Google Analytics Reporting API to export data to Cloud storage and connect to Looker Studio. Learn more about available dimensions and metrics, APIs, and API quotas

3. Install the Google Sheets add-on for Analytics and follow these instructions to archive your data

4. Google Analytics 360 customers can also export to BigQuery

Does this change affect my Google Ads campaigns?

​​Unless your Universal Analytics property is linked to your Google Ads account, your Google Ads account will be unaffected. However, if your Universal Analytics property and Google Ads account are linked, Universal Analytics data stopped flowing to Google Ads beginning on July 1, 2023. (July 1, 2024, for Analytics 360 properties.) This could affect your Google Ads campaigns if you're:

• bidding on imported Universal Analytics goals or e-commerce transactions

• using a Universal Analytics audience in your campaigns or ad groups

• importing Universal Analytics site metrics

We suggest you migrate your Universal Analytics property's Google Ads links to your Google Analytics 4 property. Next, if applicable, you should create Google Ads conversions based on GA4 key events (for bidding) and/or add Google Analytics 4 audiences to a campaign or ad group (for remarketing). As a result, there have been many changes in features within the platform to highlight.