Key facts
- Standard Universal Analytics properties stopped processing hits on 1 July 2023, according to Google
- Analytics 360 properties with a current order had a one-time extension to 1 July 2024
- From the week of 1 July 2024, Google removed access to all UA properties and the API and deleted the data
- GA4 renamed 'conversions' to 'key events' in 2024, to distinguish them from Google Ads conversions
- Standard GA4 retains user-level and event data for 2 or 14 months; retention does not affect standard aggregated reports
- GA4 set-up at dijitul £95 + VAT one-off; conversion tracking £145 + VAT one-off
The short version
This is not a choice any more. Universal Analytics (UA) has been switched off and its data deleted. The useful question is what changed, so you can read GA4 properly and fix any set-up that was rushed during the migration.
| Universal Analytics | Google Analytics 4 | |
|---|---|---|
| Status | Stopped processing 1 July 2023 (standard); deleted from July 2024 | Current standard Google Analytics |
| Data model | Sessions and pageviews, with hit types | Everything is an event with parameters |
| Goals | Goals (destination, duration, event) | Key events (formerly called conversions) |
| Bounce rate | Single-page sessions | Inverse of engagement rate |
| Cross-device | Limited, cookie-based | User ID, Google signals and device data combined |
| Data retention | Configurable, including indefinite | 2 or 14 months for explorations (standard); longer on 360 |
| Reports | Large set of fixed reports | Fewer standard reports, plus Explorations and Looker Studio |
| Consent | No built-in consent model | Works with Consent Mode v2 and behavioural modelling |
What happened to Universal Analytics
According to Google's help centre, standard UA properties stopped processing new hits on 1 July 2023. Analytics 360 customers with a current order got a one-time extension to 1 July 2024. From the week of 1 July 2024, Google removed access to all UA properties and the UA API, and deleted the data. If you did not export it, it is gone. That matters for year-on-year comparisons: any comparison earlier than your GA4 start date has to come from exports, spreadsheets or Looker Studio extracts you made before the deadline.
The big differences in practice
- Events, not hits. In GA4, page_view, scroll, click, form_submit and purchase are all events with parameters. You decide which events matter and mark them as key events.
- Key events, not goals. Google renamed GA4 'conversions' to 'key events' in 2024 to separate them from conversions in Google Ads. A key event only becomes a Google Ads conversion when you import or link it.
- Engagement, not bounce. An engaged session lasts longer than 10 seconds, has a key event, or has at least two page views. Bounce rate is the share of sessions that were not engaged.
- Retention limits. Standard GA4 keeps user-level and event data for explorations for 2 or 14 months. Google's help page says standard aggregated reports are not affected; set retention to 14 months on day one, as it defaults to 2.
- Fewer canned reports. GA4's standard reports are leaner. Explorations and Looker Studio fill the gaps.
Common GA4 set-up problems we fix
- Data retention left at 2 months.
- Key events not defined, or every click marked as one.
- Ecommerce purchase events missing value, currency or transaction ID, so revenue is wrong or duplicated.
- Payment gateways such as PayPal or Stripe showing as referral sources, stealing credit from ads.
- Internal and developer traffic not filtered.
- No Consent Mode v2, so ad platforms receive incomplete or non-compliant signals.
- GA4 not linked to Google Ads and Search Console.
Most of these are quick to fix but invisible until you look. A clean set-up usually takes a few hours. GA4 set-up is £95 + VAT one-off; see GA4 set-up.
Reporting you can use
GA4's interface is powerful but not friendly for a monthly management meeting. We build Looker Studio dashboards (£145 + VAT one-off) that show the numbers you actually use: sessions by channel, key events, cost per enquiry from Google Ads and Meta, and revenue by source, compared month on month and, where history allows, year on year. If you only need GA4 checked, an audit at £45 an hour + VAT is often enough.
For businesses that want more than GA4's interface can offer, the BigQuery export, available on standard GA4 properties, sends raw event data into Google Cloud, where it can be kept as long as you like and queried in detail. Google Cloud storage and query charges may apply above the free allowances. It is worth switching on early even if you do not use it yet, because the export only collects data from the day it is enabled.
Frequently asked questions
Can I still access my Universal Analytics data?
No. Google removed access to UA properties and the API from the week of 1 July 2024 and deleted the data. If you exported reports or data to BigQuery, spreadsheets or Looker Studio extracts before then, those copies are all that remain.
Why does GA4 show different numbers from UA?
They count differently. GA4 is event-based, defines sessions and engagement differently, and applies consent and modelling. Small differences in users, sessions and bounce rate are expected and do not mean either was broken.
What are key events in GA4?
Key events are the actions you mark as important, such as a form submission, call click or purchase. Google renamed them from 'conversions' in 2024. They become Google Ads conversions only when you import or link them to your Ads account.
How long does GA4 keep data?
Standard GA4 lets you keep user-level and event data for explorations for 2 or 14 months. The default is 2, so change it to 14. Standard aggregated reports are not affected by this setting, according to Google.
How much does GA4 set-up cost?
GA4 set-up is £95 + VAT one-off. Conversion tracking across GA4, Google Ads and Meta is £145 + VAT one-off, and a Looker Studio reporting dashboard is £145 + VAT one-off.
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