Google has announced the deprecation of several key features in Universal Analytics 360 (UA360), including advertising functionalities like importing Universal Analytics conversions into Google Ads, the real-time BigQuery connector, and certain measurement features such as creating custom tables.

This move signals a shift in focus towards Google Analytics 4 (GA4), with an urgent recommendation for users to export all historical data by March rather than the previously suggested July deadline.

Notably, the ability to add annotations within UA360 will also be removed, underscoring the importance of transitioning to GA4 for continued analytics and advertising support.

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Author: Josh Silverbauer