Good morning, Marketers, and get ready for more change.

It’s no secret that Google eventually planned to replace Universal Analytics with Google Analytics 4 (GA4), but now we have a deprecation date: July 1, 2023 is when Universal Analytics properties will stop processing new hits.

Since its launch in October 2020, search marketers have largely ignored GA4, citing a confusing user interface, missing reports and lack of integrations, among other factors. Google will hopefully remedy these issues ahead of the deprecation date (*fingers crossed*), but regardless, dismissing GA4 is no longer an option.

Data previously processed in Universal Analytics will be stored for at least six months after the deprecation date, giving you plenty of time to export your reports — after that, they’re gone for good. This is important because Google hasn’t announced any plans to bring that historical data over to your GA4 properties, so unfortunately, we have to assume that’s not going to happen.

If you haven’t already set up your GA4 properties, this is your wake-up call: Get it done ASAP because you’re not collecting data until it’s configured, and the more data you have, the more effective you’ll be in the post-Universal Analytics era.

George Nguyen,

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