Open navigation

Google Analytics (Universal Analytics) sunset - July 1, 2024

What's happening

As you may have already heard, Google will shut off access to the Google Analytics (Universal Analytics) interface and API starting on July 1, 2024.

Please note that basic Universal Analytics properties have stopped collecting data sometime after July 1, 2023, whereas Universal Analytics 360 users will stop getting data after July 1, 2024. For both basic UA and UA 360 data, you can still fetch historical data that are within data retention periods before July 1, 2024. You can learn more about the timeline from Google.

What you need to do

To keep getting Google Analytics data, migrate to Google Analytics 4 and recreate your queries using Google Analytics 4.

For instructions on how to migrate your Google Analytics data and start using Google Analytics 4, take a look at this extensive blog post about migration

  • If you're using Supermetrics in Google Sheets, you can convert your Google Analytics data to Google Analytics 4 data and keep your reports running.
    To avoid any errors from Google Analytics (Universal Analytics) queries trying to refresh after the sunset, delete the queries but leave the data on the sheet. 
    • You can do this in the Supermetrics sidebar by clicking the 3-dot icon and selecting Delete query but leave data on the sheet
    • If you have multiple Google Analytics queries on the Google Sheet, you can also delete the queries in the SupermetricsQueries sheet. This will keep the data on the sheet but the queries won't refresh anymore.
  • Supermetrics for Looker Studio users must especially note that it's not possible to back up data in Looker Studio. If you want to store your data before the cutoff date using Supermetrics, please use the Google Analytics connector with another product, such as Supermetrics for Google Sheets, Supermetrics for Excel, or Supermetrics for data warehousing.
    If you're also using the Ad + Google Analytics Data connector but have not switched GA UA to GA4 in the data source yet, please see How to switch to Google Analytics 4 in Ad + Google Analytics Data.
  • If you're using Excel, we recommend that you query all possible historical data that you can into Excel before the cutoff date. If you haven't done so already, please be mindful of UA API limits and pull your data in batches or with multiple, smaller queries to avoid getting rate-limited. Learn more about daily request quotas and limits.
  • If you're using a data warehouse solution, you can efficiently back up the data you need to keep. Take a look at our article about the best practices for backfilling your data in your data warehouse destination.

You can find more resources related to the migration in our GA4 knowledge center.

We're here for you!

If you have any questions or concerns about this change, reach out to our support team. We're here to help.

Did you find it helpful? Yes No

Send feedback
Sorry we couldn't be helpful. Help us improve this article with your feedback.