The Rise of Google Analytics 4: Reactions and Replacements
Universal Analytics is being officially replaced by Google Analytics 4, with the shutdown being rolled out in stages. Marketers are now required to migrate to Google Analytics 4 to track website performance and campaigns. Google has been warning about this transition for over a year and has advised marketers to make the switch as soon as possible. The final phase of the shutdown is set for July 2023, after which all marketers will no longer have access to the Universal Analytics user interface and API.