Reminder – Google is discontinuing the Universal Analytics API

Google is addressing users who have not yet transitioned to Google Analytics 4, urging them to complete the migration as soon as possible to avoid potential data loss. The company reminds that as of July 1, 2024, it plans to discontinue all services and APIs for Universal Analytics. Since Google Analytics 4 completely replaces Universal Analytics, access to UA properties through the user interface and Google Analytics APIs will become unavailable starting in July.

Why is this important?

Failure to download or export your data before UA is completely shut down will result in permanent deletion of your data by Google, and unfortunately, it will not be recoverable, which could impact the performance of advertising campaigns.

Data Export

To retain access to your data from UA properties, follow one of the methods outlined in the Google Analytics Help Center. If you plan to utilize the BigQuery integration for exporting historical data from your Universal Analytics 360 property, Google strongly advises initiating this process immediately.

What’s changing?

Upon the cessation of Universal Analytics services, you will no longer be able to access or utilize any data or settings through advertiser, publisher, or other product integrations.

For instance:

• Following the discontinuation of Universal Analytics services, new conversions, including goals and e-commerce transactions, will no longer be measured. This applies to conversions within linked advertising accounts. This change could impact the performance of advertising campaigns, particularly if these conversions are utilized alongside Smart Bidding strategies.
• Universal Analytics audience lists will be closed. This closure could affect the activation and performance of advertising campaigns relying on these lists for targeting.
• API requests associated with Universal Analytics properties will fail. This includes requests for deleting Universal Analytics data via the User Deletion API. Consequently, tools dependent on this API, such as Looker Studio, will not display Universal Analytics data. You can request export and backfill of historical data from Universal Analytics 360 properties until June 30. Any data already exported will remain accessible in BigQuery.
• Attribution projects that were part of Attribution (beta) in Google Analytics will be deleted.

You can read more details here.

This article is available in Ukrainian language.