Universal Analytics has sunset for most users, and most have transitioned to Google Analytics 4. In this post, I’ll address recent GA4 updates, post-transition tips, and options for retaining historical Universal Analytics data.
Universal Analytics Sunsetting
Nearly all Universal Analytics (UA) installs have stopped collecting and reporting new data. Google’s original sunset date was July 1, 2023, but the company opted to phase the shutdown versus a hard stop.
UA users should see a notification on that platform saying the property has stopped processing data.