Google warns Universal Analytics 360 users must migrate to GA4 ‘urgently’


Google issued an urgent warning to Universal Analytics 360 users, reminding them that they must migrate to Google Analytics 4 (GA4) and complete a historical data export before March.

Why we care. Failure to take action within the next two weeks could result in the loss of critical advertising capabilities.

Next steps. If you are a UA360 user, Google advises taking the following steps before the end of February to ensure a smooth transition to GA4.

  • Migrate your Universal Analytics property’s Google Ads links to your GA4 property and do one or both of the following in your Google Ads account:
    • Import Google Analytics 4 conversions and switch to bidding on them instead of the corresponding Universal Analytics conversions.
    • Add Google Analytics 4 audiences to a campaign or ad group (for remarketing).
  • Export historical data.

GA4 sunset. From July 1, you will not be able to access any UA properties or the API (not even with read-only access), and all data will be deleted. Google is advising migrating to GA4 by March so that you have three months to validate data and settings.

While the standard sunset took weeks to complete, the full UA shutdown will happen within a week.

Why is GA4 replacing UA? Google cited the “constantly changing technology and regulatory ecosystem” as the driving force behind the mandatory migration from UA to GA4. The search giant developed this new analytics platform to meet the evolving technological and regulatory demands, ensuring compliance and functionality in the current landscape.

What Google is saying. Google Ads liaison office Ginny Marvin said on X:

  • “If you’re a UA360 user, please act urgently to migrate to GA4. If you do not migrate by March you will lose critical advertising capabilities that will no longer be supported in UA360 for affected traffic in the EEA.”

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Deep dive. Read Google’s announcement in full for more information.



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