Google Pushes Universal Analytics 360 Sunset To 2024

In Google Analytics by Fungai Chiwarira

Google has recently announced the extended sunset date for Universal Analytics 360 from October 2023 to July 2024. This announcement means that Enterprise users will have more time to make the jump to GA4.

The sunset date for Universal Analytics Standard will remain set at 1st July 2023.

Understanding the Shift

One of the primary reasons Google agreed to an extension was so that Enterprise customers could have more time for the transition, which should make it smoother. At the same time, this would also give Google product teams more time to fix and improve the platform.

Universal Analytics was initially intended to support cookies and a vast array of other data. Given all the changes in the industry and recent legislation, GA4 is essentially a replacement with privacy at its core. Therefore, the change is still fundamental to ensure your analytics continues to be not only accurate but also compliant. 

We recommend all advertisers act now to preserve data and build up enough history before Universal Analytics stops processing. You can start your transition anytime (if you have not done so already) between Universal Analytics 360 and GA4 – but the earlier you switch, the more historical data you’ll have access to in GA4.

Google stated:

“We’re focusing our efforts and investments on Google Analytics 4 to deliver a solution built to adapt to a changing ecosystem. Because of this, throughout 2023, we’ll be shifting support away from Universal Analytics 360 and will move our full focus to Google Analytics 4 in 2024.”

Google warns Enterprise customers that performance will likely decrease in Universal Analytics 360 until its final sunset date.

Google launching new features to Google Analytics 4 in 2023

To help make a case for migration, Google announced some new features arriving in 2023 designed specifically for those using GA4.

Automatic Migration

If you do not create a GA4 property before early 2023, Google’s Setup Assistant will automatically create one for you. You can choose to opt-out if you want to make one yourself instead.

Behavioural Modelling

Coming to GA4 real-time reporting, behavioural modelling uses machine learning to fill gaps when cookies and other identifiers aren’t available.

Custom Channel Grouping

Compare the aggregate performance of a custom selection of channels.

Integration With Campaign Manager 360

Marketers can bid toward GA4 conversions in Display & Video 360s automated bid strategies.

Exciting Times Are Coming

We eagerly look forward to the new features that are bound to evolve out of GA4, but we also appreciate that this shift can be something of a headache for some businesses. If you need guidance on the best way to migrate your data, please feel free to get in touch with our team; it will be our pleasure to help.