It is estimated that Google Analytics is used by approximately 55.49% of all websites. Given that Google Analytics is one of the most popular website analytics tools, the fast-approaching shift from Google's Universal Analytics to Google Analytics 4 (GA4) is something that all businesses should be aware of and start preparing for as soon as possible.
If you do not migrate your website analytics to GA4 soon, your business could potentially lose its recorded data by the end of 2023. As all data will become read-only until the Universal Analytics platform is closed down.
You will need to migrate over to GA4 as soon as possible to start collecting data. Adding GA4 to your website now means you will have a transition period before Universal Analytics becomes inactive, allowing you to gather as much historic data as possible and familiarise yourself with the new platform. This is the best way to ensure continuity in your reporting.
We suggest making a backup of your historical reports as this will eventually become inaccessible.
It's also important to understand that these two platforms are different and that some of the data in GA4 will not be comparable with Universal Analytics.
After the 1st of July 2023, Universal Analytics will officially retire and will no longer process new data. Old data will be accessible within the platform for at least 6 months. So by the end of 2023, you will no longer be able to access your current Universal Analytics data.