Why upgrade to GA4?
Google Analytics is going away after over a decade in the market, with Google bringing in new changes to the web tracking standard. Google confirmed the news that it is ending support for Universal Analytics and shifting to a new standard called Google Analytics 4 or GA4 on July 1, 2023.
GA4 is a new version of Google Analytics that offers several new features, including enhanced privacy controls, improved cross-device tracking, and a more user-centric approach to data collection.
Does Universal Analytics data carry over?
GA4 will not carry any data over from the previous Universal Analytics, as it uses an entirely new data model that requires a new implementation to insert data into that product. You will still have the ability to access the old processed data in UA for at least six months.
