It’s a sad day at Search Engine Land. We received the unfortunate “This property has stopped processing data” notification when we logged into our Google Universal Analytics property this morning.

What’s the issue?

Here’s a screenshot of what we’re seeing today:

Search Engine Land property no longer processing data: UA discontinued 1

Why it matters

There’s no more room for procrastination. It’s time to move on to GA4. If you’ve been putting off the switch to GA4, I recommend reading our complete guide on How to use Google Analytics 4.

Our UA property had been collecting analytics data from Jan 1, 2017, to Sept 7, 2023. While we knew this was coming, the timing was uncertain. Last month, Google sent out notifications regarding the halt in data processing for many UA properties.

However, it took 68 days past the expected date of July 1st for our properties to stop collecting data. Finally, we know that “soon” in Google’s world means more than two months.

If your UA property is still processing data, be prepared for the end to come soon. Like us, the UA property for our sibling site MarTech also stopped processing data today.

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About the Author

Danny Goodwin has been the Managing Editor of Search Engine Land & Search Marketing Expo – SMX since 2022. He joined Search Engine Land in 2022 as the Senior Editor. Apart from reporting on the latest search marketing news, he also manages Search Engine Land’s SME (Subject Matter Expert) program and helps program U.S. SMX events.
Goodwin has been editing and writing about the latest developments and trends in search and digital marketing since 2007. Previously, he served as the Executive Editor of Search Engine Journal (from 2017 to 2022), the Managing Editor of Momentology (from 2014 to 2016), and the Editor of Search Engine Watch (from 2007 to 2014). He has spoken at numerous major search conferences and virtual events and has been quoted in various publications and podcasts for his expertise.

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