Prepare for the future with Google Analytics 4
Recently Google Analytics has announced that on July 1, 2023, they will replace Universal Analytics with Google Analytics 4 completely.
This mean on July 1, 2023, Universal Analytics properties will stop processing new hits. You can continue to use and collect new data in your Universal Analytics properties until July 1, 2023, however, after that, you will be able to access your previously processed data in Universal Analytics for a period of only six months. During these 6 months, you can export your data to new Google Analytics 4. As data is important for all webmasters and this process is complicated, it is advisable to move to GA4 ASAP. This will allow you to gather the historical insights you need to measure your results even when Universal Analytics sunset will happen.
Should I Switch to Google Analytics 4?
The short and correct answer for this is YES; start working with GA4. Don’t switch your property completely, rather, set up a GA4 property to run in parallel with Universal Analytics. Start collecting date and learning GA4 so that when Google completely discontinue with Universal Analytics, you will not be at any loss.
Will Google Universal Analytics Be Discontinued?
Not initially, it will be around for a while but Google will more likely discontinue it eventually. May be existing UA users can continue using UA properties. However, new properties or new accounts will default to Google Analytics 4. Not sure about this 
Though, Google Analytics has not revealed the final date for when they will fully sunset Universal Analytics, but it is officially announced that we will no longer be able to see our Universal Analytics reports in the Analytics interface or access our Universal Analytics data via the API after UA sunset. Therefore, it is important that we take under consideration its recommendations and move on to GA4.
At Digital Netsol, one of the leading digital marketing companies in India, we will definitely write an article on the final Universal Analytics sunset date when it is officially announced by the resources, however, till then, stay connected with us for other latest marketing updates or follow us at Facebook, Twitter and Instagram. You can also subscribe our YouTube channel to stay connected.
Happy Marketing!