Google Ends Universal Analytics July 1st: What You Need to Know

Google Ends Universal Analytics July 1st: What You Need to Know

Jun 27, 2024 | By Andrew Peek

The time is finally here - on July 1st, 2024, Google will be shutting down access and deleting the data from Universal Analytics. This is the final step in the transition from Universal Analytics to Google Analytics 4 (GA4) that started nearly 4 years ago. No reason to worry though, as an overwhelming majority of home builders have already been using GA4 since 2023 when Universal Analytics stopped collecting data.

Important Dates:
  • July 1st, 2024: Access to Universal Analytics will not be available.
  • After July 1st: Universal Analytics data will be deleted by Google.

What you need to do: For most builders, there is no action required. Chances are if you have made it this far in this article and you follow what we do - you have been more than prepared for this change. However to ensure you are ready for this final step, review the important items below:

  • Goals & Conversions created in Universal Analytics will be deleted. While Universal Analytics is no longer collecting data, Google still allowed Google Ads to utilize this pathway for tracking conversions within Google Ads. If you have GA4 conversions set up, you do not need to worry about this. You want the Conversion Source to be either “Website” or “Website (Google Analytics GA4)”.
  • Audiences from Universal Analytics will be closed. Recreate any audiences in GA4. You very likely already have this completed.
  • For advanced users - API requests related to Universal Analytics will be closed.
  • Also for advanced users, BigQuery exports can only be requested up to June 30th, 2024.

Next Steps:
For some, you may consider exporting your data from Universal Analytics. Google is the best resource on how to do this, as they will immediately update their help articles if any changes occur. Read: How can I export data from my Universal Analytics property?

Regarding GA4 - there are some great new features but still some very clear usability challenges, regardless GA4 is here to stay and the gold standard choice for website Analytics.

Andrew Peek
Lead Gen Manager

Andrew Peek

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