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

What it looks like. Here’s a screenshot of what we’re seeing today:

Why we care. No more procrastination. Onward to GA4. If you’ve been waiting until you absolutely had to switch to GA4, you may want to read How to use Google Analytics 4: A complete guide.

Jan. 1, 2017 – Sept. 7, 2023. That’s how long this UA property had been collecting analytics data.

We knew this was coming, just not when. Google sent out a huge batch of notifications that many UA properties had stopped processing data last month.

68 days. We were expecting our properties to stop collecting data on July 1, but it ended up taking 68 days past this date. At least I finally have my answer as to how long “soon” is in Google’s world. More than two months.

If your UA property hasn’t already stopped processing data, the end may be coming soon. The UA property for our sibling site MarTech also stopped processing data as of this morning.

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About the author

Danny Goodwin has been Managing Editor of Search Engine Land & Search Marketing Expo – SMX since 2022. He joined Search Engine Land in 2022 as Senior Editor. In addition to reporting on the latest search marketing news, he manages Search Engine Land’s SME (Subject Matter Expert) program. He also 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. He previously was Executive Editor of Search Engine Journal (from 2017 to 2022), managing editor of Momentology (from 2014-2016) and editor of Search Engine Watch (from 2007 to 2014). He has spoken at many major search conferences and virtual events, and has been sourced for his expertise by a wide range of publications and podcasts.

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