Although Google has warned that the UA shutdown will be implemented gradually, certain data is still accessible despite the start of the lockdown.

Finally, the long-awaited Universal Analytics sunset has begun.

Although UA is still processing data here in the US, we were greeted with the following warning when we went into our account this morning:

It will soon be time for this property to stop processing data. You'll require a Google Analytics 4 property after this takes effect if you want to keep track of website performance.

A major turning point in digital marketing has arrived with today's compulsory migration to GA4. Advertisers currently have no choice but to utilize GA4 if they want to monitor the effectiveness of their websites and campaigns—unless, of course, they want to locate a Google analytics substitute.

How it works. As a result, some advertisers might still be able to access certain data after today's UA closure, according to Google's advice that it is being implemented gradually. To be deleted, however, are any properties that are still in use, and this process will proceed on a rolling basis.

Who said what on Google? For more than a year, Google has been informing marketers that they must switch to GA4. Google announced the following on Twitter and in a statement on the Analytics Help Center:

Today, we start deactivating Universal Analytics and introducing you to Google Analytics 4.

Some Universal Analytics properties might still be processing data because this won't happen right away.

All properties, however, have now been placed to the queue, and those that have not finished the upgrade will Jumpstart as they become available.

Our next-generation measuring tool, Google Analytics 4, has taken the place of Universal Analytics. The processing of fresh data by Standard Universal Analytics properties has ceased. You'll need a Google Analytics 4 property to keep track of your website measurement.

We strongly advise you to migrate to Google Analytics 4 as soon as feasible. Make sure to move the Google Ads links from your Universal Analytics property to your Google Analytics 4 property if you use Universal Analytics data in your Google Ads account.

Timeline. The following stages of Universal Analytics' closure are being implemented, with the final one beginning in July 2023:

March 2023: Google automatically created a GA4 property for marketers who didn't opt out of the automatic property creation option. Where possible, existing site tags were used.

July 2023: UA stops processing hits, including standard properties in accounts that also contain 360 properties. Marketers still have access to previously processed data in their UA property until July 2024.

July 2024: All marketers, even those with 360 properties, will no longer have access to the UA user interface and API.