Google will stop reporting data to Google Analytics Universal in July 2023. However, there are important reasons to upgrade to GA 4 now. I will mention just the most important ones:
• If you wait to switch next year you will not have any historical data. The historical data from Google Analytics Universal cannot be imported to GA4.
• GA4 uses a different methodology than GA Universal. By transferring now and running them simultaneously you can see if there are significant differences in reporting
• GA4 is not a simple implementation. It may take you time to get everything right. For example, Events, APIs and Filters will need to be revisited.
The answer to “Should I switch to Google Analytics 4?” is yes. And you should do it now.
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