Google's Sunsetting Universal Analytics in 2023; Time to Plan Ahead

Google confirmed recently what a lot of us have been expecting; they're sunsetting Universal Analytics on July 1st, 2023. This means everyone currently using Universal Analytics will have to either switch to Google Analytics 4 or some other web analytics product.

A lot of folks in the marketing and advertising world are very upset by this. You can see from the comments in this thread and this thread. To them, there was nothing wrong with Universal Analytics and GA4 is a huge step backward.

Many speculate that Google's being forced to do this since they're getting a lot of heat from the EU about user privacy. GA4 is supposed to be more privacy-focused and I believe Google is hoping that'll appease the EU regulators.

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