diff --git a/binderhub/app.py b/binderhub/app.py
index 270d6447d..f3298af36 100644
--- a/binderhub/app.py
+++ b/binderhub/app.py
@@ -123,7 +123,7 @@ def _log_level(self):
     google_analytics_domain = Unicode(
         "auto",
         help="""
-        ..deprecated::
+        ..removed::
 
         No longer supported. If you want to use Google Analytics, use :attr:`extra_footer_scripts`
         to load JS from Google Analytics.