Google UA historical data will be available until July 1, 2024

Turndown is also the same date for standard and 360 properties.

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Good news for those behind on exporting their Universal Analytics (UA) data. Google said yesterday that users will have access to their data until July, 2024. The company said data collection will end on July 1, 2023, and it will create Google Analytics 4 accounts for those on UA who have not created them yet.

After sunset. Keep the following in mind when planning your GA4 migration.

  • After sunset and until platform turndown, users will have Viewer access to historical data and reports in the user interface but not Editor access.
  • Additionally, you can export your data, as outlined in the available solutions. However, after the property turndown, no new data will be processed, and there will be no updated reports or metrics with post-sunset data.
  • Bidding, audience, or conversion data will not be sent to Google Ads or third-party integrations.
  • Current Universal Analytics 360 contract holders will be able to create standard Universal Analytics properties and upgrade them to 360 to continue data processing.

Dig deeper. You can read more about other important UA, GA4, and Analytics 360 milestones on the Google Analytics Help page.

Why we care. With the discontinuation of data collection, advertisers may have to explore alternative solutions or upgrade to Google Analytics 4, which offers more advanced features for cross-device tracking, machine learning, and privacy controls. However, remember to export your historical data before you lose access on July 1, 2024.

Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.

About the author

Nicole Farley
Nicole Farley is the founder of Web Sprout, an inbound marketing agency. She formerly was PPC Editor for Search Engine Land (from 2022-2023), covering paid search, paid social, Google Analytics and more. In addition to being a Marine Corps veteran, she has an extensive background in digital marketing, an MBA and a penchant for true crime, podcasts, travel, and snacks.

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