On July 1, 2023, standard Universal Analytics properties will no longer process data. New data will only flow into Google Analytics 4 properties. Digital Data Analytics is the backbone of a Marketing Plan at all time and Google Analytics has been playing an important role in extracting, processing and representation of this data, hence it is important to stay up to speed with this new Google Analytics 4 platform.
“Google Analytics 4 is an analytics service that enables you to measure traffic and engagement across your websites and apps. This documentation provides implementation instructions and reference materials geared towards a developer audience”. – Google