Google Universal Analytics 360 Sunset Timeline

Google this month announced changes regarding its Universal Analytics 360 platform providing a Universal Analytics 360 (UA360) Sunset Timeline.

Google Universal Analytics 360
Google Universal Analytics 360

Google this month announced changes regarding its Universal Analytics 360 platform providing a Universal Analytics 360 (UA360) Sunset Timeline:

  1. January 1, 2024: Google will shift resources to focus on Google Analytics 4 (GA4), reducing support for UA360 features. Google says it "can't guarantee that all features and functionalities in Universal Analytics 360 continue to work as expected."
  2. January 29, 2024: Several UA360 features will be deprecated, including Realtime reports, Lifetime Value report, Model Explorer, Cohort Analysis, iTunes Conversion Tracking, Conversion Probability report, GDN Impression Beta, Remarketing, conversion export and bidding optimization, Demographic and Interest reports, Publisher reporting, Phone Analytics, Event and Salesforce Data Import, Realtime BigQuery Export.
  3. Early March, 2024: More UA360 features will be deprecated, including Publisher reporting, Phone Analytics, Event and Salesforce Data Import, Realtime BigQuery Export, Universal Analytics property creation, App SDK, Unsampled reports, Custom Tables, Annotations.
  4. March 2024: Google strongly advises UA360 users to switch to GA4 and complete historical data export by this date. This ensures a smooth transition and provides ample time for data validation and settings adjustment.
  5. July 1, 2024: All UA360 properties and access to the user interface and API will be discontinued, including read-only access. All data will be deleted.

Google Universal Analytics 360 (UA360) is a premium version of Google Analytics that provides advanced features for businesses that need more granular data and insights. Universal Analytics 360 will be sunset on July 1, 2024, and t o ensure a smooth transition, businesses should start migrating to Google Analytics 4 (GA4).

Google clarifies on

  1. Data Export: Export your Universal Analytics data using individual reports, Google Analytics Reporting API, Google Sheets add-on, or BigQuery.
  2. Impact on Google Ads: If your UA360 property is linked to Google Ads, migrate the links to GA4 and update bidding and audiences accordingly.
  3. Deleting UA360 Property: While possible, deleting UA360 may disrupt data flow to GA4. Proceed with caution.
  4. Moving UA360 Property: You can move your UA360 property from one account to another until July 1, 2024.

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