Universal Analytics still processing data one month after ‘sunset’ – Search Engine Land
Universal Analytics is still processing data one month after Google advised it would sunset.
The search engine had warned that everyone would be forced to migrate over to Google Analytics 4 by 30 June 2023 or else they would lose the ability to track the performance of their websites and campaigns.
However, a month later, it looks like many marketers can still use their UA accounts as usual.
Why we care. The majority of marketers did not embrace the enforced migration to GA4 and many have found the new system difficult to use with complaints raised around its user interface, a lag in data and data discrepancies. Being able to still monitor campaign and website performance in UA will come as a huge relief to those that have been struggling with GA4. However, as tempting as it may be, it would be unwise for marketers to rely on UA for analytics purposes as it could stop processing data at any minute.
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source: https://news.oneseocompany.com/2023/07/31/universal-analytics-still-processing-data-one-month-after-sunset-search-engine-land_2023073148347.html
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