Google Pushes Universal Analytics 360 Sunset To 2024

Google gives business marketers more time to transition to GA4 by extending the sunset date for Universal Analytics 360 to 2024.

Google is pushing back the end date for Universal Analytics 360 to 2024 to give enterprise users more time to make the transition into Google Analytics 4 (GA4).

The day you switch between Universal Analytics 360 to GA4 changes from October 1st, 2023, to July 1, 2024.

To be clear, this refers to the version for enterprises for Universal Analytics. Universal Analytics.

As it was announced earlier in the calendar year, Google has yet to decide to shut down the standard Universal Analytics properties beginning on July 1, 2023.

The additional time required to switch to Universal Analytics 360 allows enterprise customers to make a smoother transition. It also allows Google to build GA4 into an app designed specifically for the enterprise.

In a press release, Google states:

“We’re focussing our efforts and resources in Google Analytics 4 to deliver an application that can adjust to the ever-changing ecosystem. As a result, from 2023, we’ll shift to a different support model from Universal Analytics 360 and focus entirely on Google Analytics 4 in 2024.”

Google warns customers with enterprise accounts that performance could decrease within Universal Analytics 360 until the new sunset date.

You can switch between Universal Analytics 360 to GA4 anytime between today and the date of sunset. The earlier you make the switch, the more historical data you’ll be able to access to GA4. GA4.

To highlight the advantages of switching from GA4 to GA4, Google announced several new features that will be available in 2023.

New Features Coming to Google Analytics 4 2023

Google plans to release the following changes in GA4 within 2023.

  • Auto-migration If you do not make a GA4 property before the beginning of 2023, the Google Setup Assistant will create an account for you. You can turn it off if you’d prefer to make one by hand.
  • Behavioral modeling is coming in GA4 live reporting in real-time; behavioral modeling employs algorithms to help fill in gaps when cookie identifiers and other types of identifiers aren’t in the system.
  • Channel groupings that you can customize Comparing the overall performance of a specific group of media channels. Integration With Campaign Manager 360 allows marketers to bid for GA4 conversions for Display and Video 360’s automatic bid strategy.