Google is discontinuing Common Analytics, its legacy internet analytics platform. That is the ultimate shift within the transition to Google Analytics 4 (GA4).
Why it issues. Companies that relied on Common Analytics for web site measurement and information evaluation have to act rapidly to keep away from shedding entry to their historic information and keep continuity of their analytics capabilities.
Key dates.
July 1: Customers will lose entry to Common Analytics information and interface.
After July 1: All Common Analytics information will probably be completely deleted.
Why we care. We’ve lastly reached the “now or by no means” second. Export your historic information otherwise you’ll lose all of it in July.
The large image. This transition marks a big shift in Google’s analytics choices, with GA4 designed to be extra privacy-focused and adaptable to future adjustments in know-how and laws. Nonetheless, search entrepreneurs stay unimpressed with GA4 – a lot of them nonetheless completely hate GA4.
Particulars:
Common Analytics properties are identifiable by monitoring codes beginning with “UA-“.
Google has been mechanically creating GA4 properties for customers since March 2023.
A number of options, together with real-time reviews and sure promoting capabilities, have already been deprecated.
There will probably be no visibility of historic UA bidding, viewers or conversion information.
Common Analytics 360 contract holders will now not have the ability to create commonplace Common Analytics properties.
Writer or different product integrations (e.g. UA viewers record, BigQuery exports, UA API requests) will probably be unavailable when companies have stopped.
What to do.
Export your Common Analytics information earlier than July 1, 2024.
Arrange and configure a Google Analytics 4 property in the event you haven’t already.
Migrate Google Adverts hyperlinks and create new conversions based mostly on GA4 occasions.
Backside line. If you happen to haven’t already, it’s essential to act swiftly to protect your historic Google Common Analytics information.
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Concerning the writer
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and extra.In 2008, Anu’s profession began with delivering digital advertising and marketing campaigns (principally however not solely Paid Search) by constructing methods, maximising ROI, automating repetitive processes and bringing effectivity from each a part of advertising and marketing departments by way of inspiring management each on company, shopper and advertising and marketing tech aspect.
Exterior modifying Search Engine Land article she is the founding father of PPC networking occasion – PPC Reside, host of weekly podcast PPCChat Roundup, and model evangelist at ClickTech.
She can be a world speaker with among the levels she has offered on being SMX (US), SMX (Munich), Mates of Search (Amsterdam), brightonSEO, The Advertising Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Reside, AdWorld Expertise (Bologna) and extra.
