Observed Signal · Nov 3, 2022 · Deprecation · Source: CMSWire · Impact: 4/5 · Sentiment: Positive
Google Delays Universal Analytics 360 Sunset to July 2024
Google announced on October 27, 2022, that it is postponing the sunset date for Universal Analytics 360 from October 2023 to July 2024. The extension applies only to UA360 properties because of their complex migration path to Google Analytics 4 (GA4). Standard Universal Analytics properties will still be sunset on July 1, 2023. The delay gives CMOs nine additional months to manage the switch to GA4, but experts warn it should not slow migration momentum. GA4 is not backward compatible and uses a different event-based data model, requiring new implementations, dual tagging, and significant training. Industry analysts and executives from Adswerve, Gartner, and Perion advise organizations to collect parallel data, leverage Google Tag Manager and BigQuery integrations, and prepare for a privacy-centric, cookie-less analytics environment.
Google's delay of the Universal Analytics 360 sunset to July 2024 affects enterprise analytics and marketing measurement timelines, giving marketers nine extra months but prolonging GA4 migration complexity.
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Key Takeaways & Evidence Grounding
- Google delayed the Universal Analytics 360 sunset from October 2023 to July 2024.
- The standard Universal Analytics sunset date remains July 1, 2023.
- The extension applies only to Universal Analytics 360 properties.
- Google Analytics 4 is not backward compatible and uses a new event-based data model.
- Experts recommend starting parallel GA4 data collection by June 2023.
Connected Companies & Entities
3 Entities mapped“Google announced on October 27th that it is pushing back the sunset date for Universal Analytics 360 from October 2023 to July 2024....”
“Eric Schmitt, senior director and analyst in the Gartner marketing practice, said the delay is sure to frustrate some brands that took Googl...”
“Doron Gerstel, CEO of Perion, said GA4 will change the game in terms of being able to monitor and track not just Google properties, but non-...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
GreenCore Solutions Opens London Office for A2A-Grocery Agentic Commerce
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Google launches unified agentic AI for Gemini
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