Google has been busy sending notifications that Universal Analytics properties have stopped processing data

Third Door Media, the parent company of Search Engine Land, received one such notification for a UA property – and several other search marketers also confirmed they have received a notice for websites they work on or own within the past 24 hours.

The notification. Google’s email started with “Your Universal Analytics property needs attention” and went on to say:

“The Google Analytics 4 deadline has now passed. Your Universal Analytics property [UA property number] has now stopped processing new data. All remaining Universal Analytics standard properties will soon stop processing new data. If you haven’t yet, we encourage you to complete your transition to Google Analytics 4.

If you need help setting up your Google Analytics 4 property, we recommend reviewing the Setup Assistant. The Setup Assistant will seamlessly guide you through the process, suggesting recommended features and settings tailored to your needs.”

Here’s a screenshot:

Several people also sharing their notifications on social media:

Why we care. Multiple polls have shown that the majority of search marketers hate Google Analytics 4 – especially GA4’s user interface. Even though many marketers have set up GA4, they will likely continue using UA until the bitter end.

53 days later. It’s now been 53 days since July 1, the date on which we were told – repeatedly – that Google would stop processing data on Universal Analytics properties as part of the forced switch to Google Analytics 4. To our surprise that didn’t happen.

• UA continued to process data on July 1. This despite a year-long multichannel assault of switch-or-else warnings (blog posts, emails, social media, etc.) and that super annoying red intrusive interstitial countdown clock every time you logged into GA.
• UA properties were still processing data on Aug. 1.
• And it continues to process data on many UA properties today – though Google once again promises that will end “soon.”

When is soon? We’ll find out soon. In Google’s world, that could mean your property is collecting data for weeks or even months from now.