Google is set to sunset Universal Analytics on July 1, 2023, and users are urged to migrate to Google Analytics 4 before then to avoid gaps in coverage. After this date, standard Universal Analytics properties will still be accessible, but only for historical reporting until July 1, 2024, and no future data will be available. In addition, audiences and conversions will no longer be added to campaigns, so it’s crucial to switch these to the equivalent conversions in Google Analytics 4. Google recommends logging into your Google Analytics 4 property and ensuring that your settings fit your measurement needs. The new Google Analytics 4 offers personalized paths tailored to different business needs and sophistication levels, and at Google Marketing Live, new product innovations were shared, including the ability to import fractional credits and build Google Analytics 4 audiences in Google Ads.

source: Upgrade to Google Analytics 4 before July 1


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