Google announced that Universal Analytics (GA3) will stop processing new data on July 1, 2023, and Universal Analytics 360 will end on October 1, 2023. Users should migrate to Google Analytics 4 (GA4) promptly to maintain year-over-year data. GA4 differs from GA3 in its event-based tracking, combined web and app data streams, enhanced measurement, and machine learning features for predictive insights. It’s designed for cross-device tracking and privacy-focused data collection. Migration involves parallel tracking, mapping configurations, planning for app tracking, and linking with Google Ads and BigQuery. Proper testing, both manual and automated, ensures a smooth transition.

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