Google is discontinuing Universal Analytics, transitioning to Google Analytics 4 (GA4). Companies relying on Universal Analytics must export historical data before July 1 to avoid losing it permanently. GA4 is more privacy-focused, but search marketers remain skeptical. Universal Analytics data will not be accessible after July 1. Key steps include exporting data, setting up GA4, and updating Google Ads conversions. Take action to preserve historical data as soon as possible.
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https://searchengineland.com/google-turns-off-universal-analytics-july-1-what-you-need-to-know-443447
