Common Analytics nonetheless processing knowledge two months after ‘sundown’ | Digital Noch

Common Analytics nonetheless processing knowledge two months after ‘sundown’ | Digital Noch

Common Analytics continues to be processing knowledge two months after Google suggested it might sundown.

Google had warned that everybody can be pressured emigrate over to Google Analytics 4 by July 1 or else they’d lose the power to trace the efficiency of their web sites and campaigns.

Nonetheless, it’s now two months later and lots of entrepreneurs can nonetheless use their UA accounts as regular.

Why we care. Nearly all of entrepreneurs didn’t embrace the enforced migration to GA4 and lots of have discovered the brand new system tough to make use of with complaints raised round its person interface, a lag in knowledge and knowledge discrepancies. With the ability to nonetheless monitor marketing campaign and web site efficiency in UA will come as an enormous reduction to these which have been combating GA4. Nonetheless, as tempting as it could be, it might be unwise for entrepreneurs to depend on UA for analytics functions because it might cease processing knowledge at any minute.

What’s the most recent? Many search entrepreneurs and web site operators obtained electronic mail notifications from Google beginning round Aug. 22 that Common Analytics properties have stopped processing knowledge. The e-mail learn, partially:

  • “Your Common Analytics property [UA property number] has now stopped processing new knowledge. All remaining Common Analytics commonplace properties will quickly cease processing new knowledge. In case you haven’t but, we encourage you to finish your transition to Google Analytics 4.”

In the meantime. Shopify’s official help channel was lately requested by a marketer to touch upon when UA knowledge would cease processing knowledge on its service provider platform. A spokesperson stated on X:

  • “Whereas the Common Analytics properties will now not course of knowledge on July 1st, retailers will nonetheless be capable to see UA experiences and historic knowledge in the interim.”
  • “We don’t have a set date on when the characteristic will likely be fully faraway from the admin. – Dirk.”

Phrase of warning. Though it does seem like enterprise as regular for a lot of utilizing UA, a warning that began showing on the instrument firstly of the month continues to be there, warning customers emigrate to GA4. It reads:

  • “This property is scheduled to cease processing knowledge very quickly.”
  • “Any conversions and audiences you employ with Google Advert campaigns will cease working.”
  • “To keep away from critical disruption to your adverts, guide a free help session to to finish your transfer to Google Analytics 4 right this moment.”

UA sunsets for some. Whereas many entrepreneurs can nonetheless entry their knowledge on UA, others have confirmed to Search Engine Land that their accounts have stopped processing knowledge. James Brockbank, managing director of Digitaloft, instructed us final month:

  • “I can nonetheless see realtime for this UA property however it’s now not monitoring knowledge.
  • “This has been displaying as 0 (identical throughout a number of completely different websites’ properties) since midnight within the properties’ time zone.”

For entrepreneurs nonetheless utilizing UA versus GA4, it appears to be like as if their accounts might very properly be on borrowed time.


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What has Google stated? Google has confirmed that the sundown of UA has already begun however that properties are being eliminated in levels. All entry to UA will likely be fully be passed by July 1, 2024. The search engine confirmed on the Analytics Assist Heart:

  • “Common Analytics properties will cease processing hits, together with commonplace properties in accounts that additionally comprise 360 properties beginning 1 July 2023.”
  • “Some properties will proceed to course of knowledge for a brief interval after this as we stage the shutdown of Common Analytics.”
  • “You can entry your beforehand processed knowledge in your Common Analytics property till July 1, 2024.”
  • “Beginning on 1 July 2024, all customers, together with these accessing 360 properties, will lose entry to the Common Analytics person interface and API.”
  • “We all know your knowledge is essential to you, and we suggest that you simply export your historic experiences earlier than this date.”

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


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