Google is discontinuing Common Analytics, its legacy net 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 must act shortly to keep away from dropping entry to their historic information and preserve 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 shall 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 massive image. This transition marks a major shift in Google’s analytics choices, with GA4 designed to be extra privacy-focused and adaptable to future modifications in know-how and rules. Nonetheless, search entrepreneurs stay unimpressed with GA4 – a lot of them nonetheless absolutely hate GA4.
Particulars:
- Common Analytics properties are identifiable by monitoring codes beginning with “UA-“.
- Google has been robotically creating GA4 properties for customers since March 2023.
- A number of options, together with real-time stories and sure promoting capabilities, have already been deprecated.
- There shall be no visibility of historic UA bidding, viewers or conversion information.
- Common Analytics 360 contract holders will now not be capable to create commonplace Common Analytics properties.
- Writer or different product integrations (e.g. UA viewers listing, BigQuery exports, UA API requests) shall be unavailable when providers have stopped.
What to do.
- Export your Common Analytics information earlier than July 1, 2024.
- Arrange and configure a Google Analytics 4 property when you haven’t already.
- Migrate Google Adverts hyperlinks and create new conversions based mostly on GA4 occasions.
Backside line. Should you haven’t already, it’s essential 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 (largely however not completely Paid Search) by constructing methods, maximising ROI, automating repetitive processes and bringing effectivity from each a part of advertising and marketing departments by means of inspiring management each on company, shopper and advertising and marketing tech aspect.
Outdoors enhancing Search Engine Land article she is the founding father of PPC networking occasion – PPC Dwell, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech.
She can be a world speaker with among the phases she has introduced on being SMX (US), SMX (Munich), Associates of Search (Amsterdam), brightonSEO, The Advertising Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Dwell, AdWorld Expertise (Bologna) and extra.
