GA4 Transition at a Glance

Content Summary

Google Analytics 4 (GA4) is the future of Google Analytics, full of new features and improvements to help make smarter marketing decisions. This news was initially announced in October 2020, but Google started to create GA4 properties for those with GA properties, unless opted out, in March 2023. Google’s Universal Analytics (UA) will officially stop processing data on July 1, 2023, and historical data will be stored for a minimum of 6 months. Google is making strides to continuously evolve with ongoing privacy and data collection needs, while preparing for the “future of measurement.” The biggest adjustment? The platform is changing from a session-based model to an event-based model.

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