On October 19th Google released a migration timeline providing additional dates for the deprecation of features within Universal Analytics 360 (UA360). Starting in January 2024, some reports will no longer be available in UA360 – the list currently includes the Lifetime Value Report and Model Explorer – if you’re currently using these reports, you’ll need to start using them in GA4.Additional reports might be added to the list in due course.

Lifetime Value Report

Please note, if you are using metrics from these reports in Looker Studio, they will also be affected. Switching to the GA4 reporting interface is the best way to ensure this change does not affect you. Please reach out to us if you have any doubts about how to adjust your reports.

Model Explorer

Additionally, starting in March 2024, some advertising capabilities will no longer be available in the European Economic Area (EEA). This includes not being able to export conversions and audiences from UA360 properties to Google Ads and Google Marketing Platform for traffic in the EEA. To ensure you’re ready, we recommend setting up Conversions and Audiences in GA4 if you have not already done so, and disconnecting those from Universal Analytics.

Google also recommends Universal Analytics 360 users to back up their data before March 2024. This is a good buffer before July 1 2024 when all Universal Analytics properties will no longer be accessible, and it is expected this shutdown will happen within a week. 

We can anticipate additional announcements like this in the coming months as Google starts the final push towards full GA4 adoption. If you have any questions, or would like to know more about GA4, please do not hesitate to contact us.