Google Analytics automatic transition to GA4

Recently Google Analytics sent an email to Google Analytics administrators that indicated effective February 28, 2023, Google will automatically create a GA4 property for any Universal Analytics (UA) properties without a corresponding GA4 property.

  • Whether or not you have created a GA4 property, you will want to turn off the option of having Google Analytics automatically set up a basic Google Analytics 4 property.

If the UA property needs to be transitioned to GA4

  • Add the GA4 property yourself. See the Web People's "Transitioning to GA4" presentation slides and video for assistance, or
    • Do not let Google Analytics transition it for you. Google’s transition will create a GA4 property for you with the basic settings.
      • If you already transitioned your tracking, Google might transition it again, resulting in two GA4 properties.
      • You will need to update the data retention period from 2 months to 14 months.
      • If you have added any customized goals or audience, they may not work the same in GA4 and you should verify they are working correctly in GA4 You will need to ensure the tracking is added to your site, we recommend you run concurrent tracking through the use of Google Tag Manager. You will need to integrate any Google apps or Google Ads tracking with this GA4 property. If you have any questions, please reach out to for assistance.

How to opt out

To opt out, you need the Editor or Administrator role on your Universal Analytics property.

  1. In Google Analytics, click Admin.
  2. Make sure you are in the correct account and Universal Analytics property.
  3. In the Property column, click GA4 Setup Assistant.
  4. At the bottom of the page, turn off the Automatically set up a basic Google Analytics 4 property toggle.
  5. Note: You can also go directly to the GA4 Setup Assistant in the Admin section by clicking Manage GA4 migration in the yellow informational banner at the top of your Analytics account. Turn off the Automatically set up a basic Google Analytics 4 property toggle.
  6. If you see a pop-up with the heading “Migrating from Universal Analytics” and you already have a GA4 account you set up, don’t say yes. Select “No” and “Save”.