Update on Google Analytics (GA4) – March 2022


Hello, Digital Report Readers! If you haven’t heard this yet, Google encourages all web properties to start gathering data under their new Google Analytics 4 (GA4) measurement solution. We feel that this is essential information to share with our audience and keep you updated while this transition occurs.

As of Google’s last update on March 16, 2022, standard Universal Analytics properties will stop processing new hits on July 1, 2023. Google recommends that if you currently rely on Universal Analytics for site statistics, you should prepare for the transition and start collecting data under GA4 now.

What is Google Analytics 4 (GA4)?

Google Analytics 4 is Google’s next-generation measurement solution. It’s replacing Universal Analytics.  You can also learn more about the “Next Generation” of Analytics here.

What is Going to Happen, and When?

You can continue using and collecting new data in Universal Analytics until July 1, 2023. After this date, you’ll be able to access your previous data in your UA property for at least six months. Google strongly encourages web properties to export historical reports during this time. Google Analytics 360 property account holders will receive a one-time processing extension to end on October 1, 2023, vs. July 1, 2023.

 Google also plans to announce a date within the coming months when you will no longer be able to see your UA reports in the Google Analytics interface or access your Universal Analytics data via the API.

Is your Property Affected?

  • If you created a property before October 14, 2020, you’re more than likely using a UA property. Google encourages you to activate GA4.
  • If you created a property after October 14, 2020, you’re more than likely using a GA4 property. In this case, no action is required.


Want to confirm which type of property you are using? Click here to find out! 

Complete Next Steps

Google strongly encourages properties to switch to Google Analytics 4 as soon as possible. This change will allow your property to build the necessary historical data and usage within the new GA4 experience, preparing you for continuity once Universal Analytics is no longer available.

How to Export Data from a Google Analytics Universal Analytics Property

There are several ways to export data from a Universal Analytics property. According to Google, you can export individual reports into the following formats:


How Does this Change to GA4 Affect Google Ads Campaigns?

Your Google Ads account will be unaffected unless your Universal Analytics property is linked to your Google Ads account. 

If your UA property and Google Ads accounts are linked, UA data will stop communicating with Google Ads after July 1, 2023. (October 1, 2023 for Analytics 360 properties.) 

This may affect your ad campaigns if you are:

  • Bidding on imported UA goals or eCommerce transactions
  • Using a UA audience in your campaigns
  • Importing UA site metrics


Google suggests you move your UA property Google Ads links to your new GA4 property

You should import GA4 conversions for bidding and/or add GA4 audiences to a campaign or ad group for remarketing.

 While we will do our best to keep our readers informed of these changes, we suggest that you follow Google here to stay updated. A quick bookmark is all it takes! 


About Author

Barb Rogers

Barb has worked within the digital advertising and marketing space for over 20 years. Over the years, she found it difficult to find information on the simplest of subjects tied to the digital marketing space, so she decided to embark on a journey to create a space that others may appreciate.

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