Google Analytics 4 is the next-generation measurement solution that will begin to indefinitely replace Universal Analytics. Universal Analytics will stop processing new hits on July 1, 2023, so users are advised to prepare for this latest update to utilize data and analytics. Some of the processes involved in this indefinite change include the fact that after July 1, 2023, users will be able to access data previously processed in Universal Analytics for a minimum of six months. Through this announcement, Google explains that to avoid losing important data for users, it is crucial to export historical reports during this time. Universal Analytics reports will no longer be visible in the Analytics interface, nor will access to Universal Analytics data be possible via the API. GA4 is gradually becoming the default analytics platform in the marketing world. You can collect data from websites and apps in the same property: Enhanced Measurement, collection of website and app data in the same property, Analytics Center, and historical data cap. Additionally, the company offers to check if the change affects any particular property, categorized by these two options: - If you created the property before October 14, 2020, it is most likely a Universal Analytics property. - If you created it after October 14, 2020, it is most likely already a Google Analytics 4 property. In that case, you do not need to update.