GA4 updates & the continued importance of analytics in digital marketing


In just eight days, Google’s Universal Analytics will cease to exist, with Google Analytics 4 officially taking over as the analytics tool of the platform. If you have not migrated over to GA4 by now, time is running out. On 1 July 2023, UA will sunset. This means that your data will still be accessible on UA, but the platform will no longer collect hits, and if you want to continue using Google’s analytics tools, you have to migrate to GA4.

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