New date for the end of Google Analytics Universal 360

Three years ago, Google Analytics 4 was introduced as a reimagined Analytics experience. GA4 gives a holistic view of the user journey between web and mobile apps, measurement of conversions from engaged YouTube views (EVCs), and is built to adapt to a changing ecosystem, with new features like conversion/behavior modeling and advanced data controls (expiration and storage of data in specific countries).

Due to changes in legislation, privacy needs and the development of a new platform, in March of this year it was officially announced that Universal Analytics would stop processing hits and that Google’s efforts would be redirected to support customers migrating to Google Analytics 4. Due to the feedback that users shared with Google and its commitment to support migration, the sunset of Universal Analytics 360 has been pushed back from its original date of October 1st 2023 to July 1st 2024.

What does this mean?

For customers who have more robust and complex Universal Analytics implementations, this change gives them more time to migrate all their data to GA4 and then validate it, ensuring a longer data history in the tool. However, it is important to point out that the migration to Google Analytics 4 remains a priority, as there are no guarantees that this date will be postponed again.

The end date for standard properties in Universal Analytics is still July 1st 2023, including standard properties in 360 customer accounts.

So, what now?

It’s time to get your hands dirty! As we are going through a time of doubt and uncertainty, it is essential to keep up to date and adapt to market news. If you’re still planning on migrating from Universal Analytics to GA4 and need help structuring it, you can count on DP6 to help you start your migration now! Contact us here!

• ‘I’m having problems with migration’ -> You can count on our Martech experts to help you through the process. Contact us here!
• ‘I want to contract GA4 360’ -> Talk to our sales team and get a quote

Profile of the Author: Paulo Brumatti | Graduated in Computer Science from USCS, he has over 10 years of experience in digital projects, with a focus on Digital Analytics, Performance Media, Marketing Attribution and Tag Management. At DP6 he has developed metrics and intelligence projects for large clients.

Profile of the Author: Danilo Oliveira |Graduated with an MBA in Solutions Architecture from FIAP. Passionate about process automation, development and data engineering, he has been working at DP6 for over 3 years, developing scalable data collection architecture and innovations.