Google warns Universal Analytics 360 users must migrate to GA4 ‘urgently’

Google has made it clear that all Universal Analytics 360 users must migrate to Google Analytics 4 (GA4) and export historical data before March. Not complying with the migration by the end of February may lead to the loss of crucial advertising capabilities. To ensure a smooth transition to GA4, UA360 users should migrate their properties and data to GA4, particularly their Google Ads links, and switch to using GA4 conversions. Additionally, they must add GA4 audiences to their advertising campaigns before the end of February.

It is imperative to note that since July 1, users will not have access to any UA properties or the API, with all the data set for deletion by Google. Google recommends migrating to GA4 by March for a three-month grace period to validate data and settings. This migration urgency is driven by the fast-changing technology and regulatory landscape. Google’s latest analytics platform, GA4, was developed to adapt to these changing environments.

Ginny Marvin, a Google Ads liaison officer, stated that delaying the migration beyond March will result in the loss of advertising capabilities. For users in the EEA, the affected traffic in UA36 will no longer be supported.

To stay ahead of the situation, it is crucial to adhere to Google’s guidelines about migrating to GA4. By reading Google’s announcement, users can find more detailed information regarding the migration.

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