Google Pushes Universal Analytics 360 Sunset To 2024

Google Pushes Universal Analytics 360 Sunset To 2024

October 28, 2022
Push Perspective

Google have now formally announced the extension of the sunset date of Universal Analytics 360 from October 2023, to July 2024, meaning enterprise users now have more time to transition to Google Analytics 4 (GA4).

The sunset date of Universal Analytics (Free) will keep remain as 1st July 2023.

The primary reason Google has agreed to the extension is to allow enterprise customers to essentially have more time for the transition, which should smoothen the process. In parallel, it would also provide Google product teams more time to refine & enhance 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 legislations, GA4 is essentially a replacement with privacy at its core. Therefore, the change is still fundamental to ensure your analytics continues to be accurate but also compliant. We recommend all advertisers to 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.

To quote Google:
“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.”


We’ve been learning directly from Google (I write this as we have just finished another training session) about all the new features GA4 includes + are planning to launch for 2023, this includes behavioural modelling, integrations with DV360, more measurement KPIs and lots more.

For any assistance needed in migration or any clarity for your business, please get in touch today.

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