The majority of marketers are still able to use their Universal Analytics accounts as usual.
Despite warning advertisers that the tool would be replaced by Google Analytics 4 on July 1, UA is still processing data as usual for most people.
Why we care. Marketers were reluctant to make the switch from UA to GA4, despite Google insisting it was enforcing the migration. Although the industry was given more than a year’s notice, many were not prepared for the sunset deadline and have been struggling to understand how to navigate GA4. With that in mind, it’ll come as a reassurance that UA is still processing data – but it’s unlikely to be for much longer.
What’s happening? While it appears that the majority of marketers are still able to access real time data as usual in UA, some have reported seeing a new warning messages on their accounts. It reads:
Meanwhile, others have confirmed to Search Engine Land that UA has already stopped processing data on their accounts. James Brockbank, managing director of Digitaloft, told us:
For those still using UA as opposed to GA4, it looks as though their accounts may very well be on borrowed time.
What has Google said? On July 1, Google released a statement on Twitter and the Analytics Help Center to explain why some people may still have access to their UA data as. The search engine stated that the sunset was being rolled out in phases. It said:
Timeline. The shutdown of Universal Analytics is being rolled out the following stages, with the final phase set for July 2023:
Deep dive: For more information on how to migrate to GA4, read Google’s ‘Learn how to make the switch‘ guide.
The post Universal Analytics still processing data for most after sunset appeared first on Search Engine Land.
from Search Engine Land https://searchengineland.com/google-universal-analytics-processing-data-after-sunset-429240
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