Universal Analytics still processing data for most after sunset

July 11, 2023

Despite warning advertisers that the tool would be replaced by Google Analytics 4 on July 1, UA is still processing data as usual for most people. With that in mind, it’ll come as a reassurance that UA is still processing data – but it’s unlikely to be for much longer. It said:“This will not happen overnight, so some Universal Analytics properties may continue to process data.”“However, all properties have now been added to the queue, and those that have not completed the upgrade will Jumpstart on a rolling basis.”Google Analytics 4 is our next-generation measurement solution, and it has replaced Universal Analytics.”“Standard Universal Analytics properties have stopped processing new data. To maintain your website measurement, you’ll need a Google Analytics 4 property.”“We strongly encourage you to make the switch to Google Analytics 4 as soon as possible. If you use Universal Analytics data in your Google Ads account, make sure you migrate your Universal Analytics property’s Google Ads links to your Google Analytics 4 property.”Timeline.

The source of this news is from Search Engine Land