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As of July 1, 2023, no new data will be collected in Google Analytics – Universal Analytics Properties. The new version of Google Analytics (GA4) is available and can be operating concurrently with your Universal Analytics (UA) implementation. Unlike the previous version updates, migration is not as painless as it was
GA4 will not be importing historical data from the previous version, and your historical UA data will only be available until January 1st, 2024 (read Google’s update for more information). Ideally, GA4 will have already been set up, tracking correctly and providing you with accurate year-over-year data. If you haven’t addressed this, you are already behind.
If you haven’t taken steps to migrate to Google Analytics 4 or put in place an archive plan for your Universal Analytics Property Data, we can help: