What you could know

Google is discontinuing Common Analytics, its legacy net analytics platform. That is the ultimate shift within the transition to Google Analytics 4 (GA4).

Why it issues. Companies that relied on Common Analytics for web site measurement and knowledge evaluation must act shortly to keep away from dropping entry to their historic knowledge and preserve continuity of their analytics capabilities.

Key dates.

  • July 1: Customers will lose entry to Common Analytics knowledge and interface.
  • After July 1: All Common Analytics knowledge might be completely deleted.

Why we care. We’ve lastly reached the “now or by no means” second. Export your historic knowledge otherwise you’ll lose all of it in July.

The large image. This transition marks a major shift in Google’s analytics choices, with GA4 designed to be extra privacy-focused and adaptable to future adjustments in know-how and laws. Nonetheless, search entrepreneurs stay unimpressed with GA4 – a lot of them nonetheless completely hate GA4.


  • Common Analytics properties are identifiable by monitoring codes beginning with “UA-“.
  • Google has been robotically creating GA4 properties for customers since March 2023.
  • A number of options, together with real-time stories and sure promoting capabilities, have already been deprecated.
  • There might be no visibility of historic UA bidding, viewers or conversion knowledge.
  • Common Analytics 360 contract holders will now not be capable of create customary Common Analytics properties.
  • Writer or different product integrations (e.g. UA viewers checklist, BigQuery exports, UA API requests) might be unavailable when companies have stopped.

What to do.

  • Export your Common Analytics knowledge earlier than July 1, 2024.
  • Arrange and configure a Google Analytics 4 property for those who haven’t already.
  • Migrate Google Advertisements hyperlinks and create new conversions based mostly on GA4 occasions.

    Backside line. In the event you haven’t already, you could act swiftly to protect your historic Google Common Analytics knowledge.

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In regards to the writer

Anu AdegbolaAnu Adegbola

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and extra.

In 2008, Anu’s profession began with

 delivering digital advertising campaigns (largely however not solely Paid Search) by constructing methods, maximising ROI, automating repetitive processes and bringing effectivity from each a part of advertising departments by means of inspiring management each on company, consumer and advertising tech facet.


Exterior modifying Search Engine Land article she is the founding father of PPC networking occasion – PPC Stay, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech. 


She can be a global speaker with a few of the levels she has offered on being SMX (US), SMX (Munich), Pals of Search (Amsterdam), brightonSEO, The Advertising Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Stay, AdWorld Expertise (Bologna) and extra.

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