Google: Historical Universal Analytics Data Can't Be Migrated to GA4
Google has announced that historical data from Universal Analytics cannot be migrated to GA4, potentially leading to the loss of site data from previous years. The transition to GA4, launched in 2020, has faced challenges, but Google is working on a solution. The switch to GA4 is mandatory by July 1, 2023, for standard properties and October 1, 2023, for Universal Analytics 360 properties.
GA4, which operates across platforms and uses an event-based data model, is designed to adapt to a future without cookies. However, site owners who attempted to switch early faced growing pains. Google is addressing this by developing a legacy view for GA4 through its BigQuery Data Transfer Service. This service enables exporting and analyzing GA4 data historically, providing a way to access past data.
Webmasters are urged to configure their sites for GA4 promptly to ensure they have year-over-year data in place by the switchover. Google's integration of GA4 can be seamless, with a simple process involving copying and pasting the GA4 ID.
With the deadline for the mandatory switch to GA4 approaching, webmasters must act swiftly to preserve their historical data. Although the initial transition may have been challenging, Google's ongoing efforts to provide a legacy view for GA4 offer a solution. By configuring their sites for GA4 now, webmasters can ensure a smooth transition and maintain their valuable historical data.
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