The Countdown to Universal Analytics Shutdown: A Guide for Nonprofits

If you're a nonprofit professional managing a Google Analytics profile, it's time to prepare for a major transition. Google has announced that Universal Analytics is set to retire soon, replaced by its next-generation measurement solution, Google Analytics 4 (GA4). In this blog post, we'll help you understand this change, how it might affect your nonprofit, and the necessary steps you need to take to ensure a seamless transition. 

1. Understanding the Transition

Starting from July 1, 2023, standard Universal Analytics properties will cease to process new data. For those with 360 Universal Analytics properties, processing extensions until July 1, 2024, are available only if there's a current order in place.

Given its superior functionality and future-proof design, Google encourages users to switch to Google Analytics 4 as soon as possible. Google will automatically create one based on your Universal Analytics settings for those needing to make a GA4 property by March 2023. 

2. What Happens to Your Existing Data?

Your data is precious, and Google understands this. Therefore, even after the shutdown, you can access your previously processed data in your Universal Analytics property for at least six months. This gives you ample time to export your historical reports, which we strongly recommend you undertake during this period.

Please be aware Google has stated that it will provide a future date after which Universal Analytics properties will no longer be available. Once this date arrives, you'll lose access to Universal Analytics reports and data via the Analytics interface or the API.

3. Is Your Google Analytics Property Impacted?

The impact of this transition depends on when you created your property. For example, if your property was set up before October 14, 2020, you're likely using a Universal Analytics property and need to take action. However, if you created your property after this date, you're probably already using a Google Analytics 4 property, and no action is required.

4. Next Steps: Making the Switch

Switching to Google Analytics 4 sooner rather than later will help you accumulate necessary historical data and usage in the new environment, ensuring business continuity once Universal Analytics becomes unavailable.

For nonprofits that rely on data insights to drive mission-critical decisions, it's crucial to adapt to these changes proactively. Remember, the new GA4 platform brings several new features and benefits that could further enhance your analytics journey. 

Final Thoughts

Transitioning to a new analytics platform might seem daunting, especially if you've grown accustomed to Universal Analytics. However, with change comes the opportunity to leverage more powerful tools and insights to help your nonprofit thrive. As you navigate this transition, remember that staying informed and prepared will make the process smoother and less disruptive.

Stay tuned to this space, and we will continue to provide updates as we approach the Universal Analytics shutdown date.