Google just announced they will no longer send data to Universal Analytics beginning July 1st, 2023. If you're using Universal Analytics on your website for visitor tracking then data will no longer be collected after this date.
Here's the message you'll see after logging in:
With this announcement, we recommend you switch to the new Google Analytics 4 (GA4) as soon as possible so you can begin collecting data. If you switch now, then by the time Google stops collecting data for Universal Analytics you'll have over a year of data in GA4. Additionally, you'll have time to make sure all your events, goals, parameters, etc are set up correctly.
The good news is that you can dual tag with both Universal Analytics and GA4. That means you can collect data for both simultaneously. You have a full year to adjust and get the tracking data just right.
There is no migration path to move properties and data from Universal Analytics to GA4. A completely new GA4 property must be set up that is separate and isolated from UA. In my opinion, this is a major oversight on Google's part. Of course, Google Analytics is also free, so who am I to complain? However, this is why it is imperative to begin collecting data for GA4 as soon as possible.
If you have not already done so, we recommend setting up a Google Tag Manager account (GTM) and property for your website. Google Tag Manager allows you to manage tags without a developer. It gives you the capability to capture additional events, such as form submission data (like form name), YouTube video engagement, external link clicks, and much more.
If you're not comfortable setting up a new GA4 property, we recommend reaching out to your digital marketing agency to help. If you don't have an agency or are "in between" agencies, check out Marketpath's upgrade options or contact us and we'll find you the help you need.
The bottom line is DO NOT WAIT. Make your move now so you have time to collect valuable data and tweak the results to your liking before Universal Analytics is shut down.