Avoid The Google Analytics Blackout & Migrate to GA4 Now


Mar 2024

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As we edge closer to the sunset of Universal Analytics, it’s becoming increasingly urgent for businesses to transition to Google Analytics 4 (GA4). Google has set a definitive cutoff date of June 30, 2024, for Universal Analytics, after which it will stop working. The transition is not just a recommendation; it’s a necessity for businesses aiming to maintain seamless data analysis and insights continuity.

The Imminent Deprecation of Universal Analytics

In preparation for this shift, Google has already begun the process of deprecating features within Universal Analytics.

On January 29, 2024, the following Universal Analytics features were deprecated.

Advertising features:

  • Realtime reports

Measurement features:

  • Lifetime Value report
  • Model Explorer
  • Cohort Analysis
  • iTunes Conversion Tracking
  • Conversion Probability report
  • GDN Impression Beta

In March 2024, the following Universal Analytics features were deprecated.

Advertising features:

  • Deprecated for traffic in the European Economic Area (EEA): These features will continue to be available for traffic outside of the EEA.
  • Remarketing, conversion export, and bidding optimization
  • Demographic and Interest reports
  • Daily BigQuery Export of data provided by linked Google advertising products: Google Ads, Search Ads 360, Display Video 360, Campaign Manager 360, Google AdSense, and Google Ad Manager

Deprecated for all traffic: These features will no longer be supported inside or outside the EEA.

  • Publisher reporting
  • Phone Analytics
  • Event and Salesforce Data Import
  • Realtime BigQuery Export

This phased deprecation strategy underscores Google’s commitment to transitioning its focus and resources to GA4, highlighting the urgency for businesses to migrate.

Transitioning to GA4

Understanding the critical role data plays in business operations and decision-making, EX Squared offers comprehensive support for businesses navigating this transition. Our GA4 Migration & BigQuery Mastery Package is designed to ensure a smooth migration from Universal Analytics to GA4, providing businesses with a future-proof solution for their analytics needs.

  • Seamless GA3 to GA4 migration: We handle the heavy lifting, from data stream setup to custom report configuration. You just sit back and enjoy the data feast.
  • BigQuery integration like a pro: Unlock next-level analysis with our expert guidance on connecting GA4 to BigQuery. Unleash the power of AI-powered insights and say goodbye to data silos.
  • Future-proof your data: GA4 isn’t just a trend, it’s the key to understanding your customers across platforms and devices. Stay ahead of the curve and avoid the “data-blackout” blues.
  • Custom event mastery: We go beyond the basics. Our experts will help you define and implement custom events that track your unique business goals, giving you laser-sharp insights into user behavior.

The migration to Google Analytics 4 is not just an upgrade; it’s a pivotal shift in how businesses will gather, analyze, and leverage data moving forward. With the clock ticking towards the Universal Analytics shutdown, the time to act is now. Let EX Squared be your partner in this transition, ensuring that your business remains data-driven, insightful, and ahead of the curve in the digital age. EX Squared is committed to not just facilitating a seamless migration but also enhancing your analytics capabilities through GA4 and BigQuery integration.

EX Squared is a creative technology agency that creates digital products for real human beings.