Google apologizes for GA4 data migration confusion

The changes will impact anyone who did not manually opt out of automatically created GA4 properties.

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Google Ads has apologized for causing confusion with a recent account update.

Advertisers were caught off guard when the platform started automatically migrating configurations from Universal Analytics to Google Analytics 4.

While these changes had been planned following the sunset of UA and notifications were issued, some were taken by surprise as the turndown of UA has taken considerably longer than many expected.

Why we care. Advertisers have been experiencing issues with their accounts following the automatic updates, which may impact their ability to create reports and monitor campaign performance. Those encountering problems have been advised to contact Support or the Google Ads Product Liaison officer on X (formerly known as Twitter).

What is happening? Google is automatically migrating configurations – such as “goals”, “audiences”, etc. – from your UA property that have not been marked as complete to your GA4 property. This also includes conversion swapping and audience pairing in linked Google Ads accounts for opted-in properties.

Who is impacted? The update will impact anyone who has not opted out of automatically created GA4 properties.

What if you didn’t opt out in time? If you didn’t opt out in time and don’t want your automatically configured GA4 property, then simply follow these steps:

  1. Click on ‘Admin’ in your account.
  2. Select your Universal Analytics property.
  3. In the “Property” column, click GA4 Setup Assistant.
  4. Click on “Disconnect” next to your “Connected property”.
  5. Go to your GA4 property and delete it.

You can check for any changes made to your GA4 property by going to the “Change History” section. Automatic migration changes will be marked as “System (Migration)” in the “Changed by” column.

Next steps. GA4 properties made automatically only have basic features. To make the most of your new property, you might need to add extra features that suit your business and measurement requirements.

You can also check and adjust key metrics in your UA property to match those in your new GA4 property as closely as possible.

If you’re an advertiser, you can compare data from UA and Google GA4 in Google Ads in a similar way.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

About the author

Nicola Agius
Nicola Agius was Paid Media Editor of Search Engine Land after joining in 2023. She covered paid search, paid social, retail media and more. Prior to this, she was SEO Director at Jungle Creations (2020-2023), overseeing the company's editorial strategy for multiple websites. She has over 15 years of experience in journalism and has previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). She also previously teamed up with SEO agency Blue Array to co-author Amazon bestselling book Mastering In-House SEO.

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