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 rapidly to keep away from shedding entry to their historic information and keep 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 will likely 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 laws. Nevertheless, search entrepreneurs stay unimpressed with GA4 – a lot of them nonetheless completely hate GA4.
Particulars:
- Common Analytics properties are identifiable by monitoring codes beginning with “UA-“.
- Google has been mechanically creating GA4 properties for customers since March 2023.
- A number of options, together with real-time studies and sure promoting capabilities, have already been deprecated.
- There will likely be no visibility of historic UA bidding, viewers or conversion information.
- Common Analytics 360 contract holders will now not have the ability to create normal Common Analytics properties.
- Writer or different product integrations (e.g. UA viewers listing, BigQuery exports, UA API requests) will likely 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 should you haven’t already.
- Migrate Google Adverts hyperlinks and create new conversions based mostly on GA4 occasions.
Backside line. If you happen to haven’t already, it is advisable act swiftly to protect your historic Google Common Analytics information.
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In regards to 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 inspiring management each on company, shopper and advertising and marketing tech facet.
Outdoors enhancing Search Engine Land article she is the founding father of PPC networking occasion – PPC Stay, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech.
She can also be a world speaker with a number of the phases she has offered on being SMX (US), SMX (Munich), Associates of Search (Amsterdam), brightonSEO, The Advertising Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Stay, AdWorld Expertise (Bologna) and extra.
