Intro. With the looming sunset of Universal Analytics nearly upon us all, (and Google is quite aggressive in the reminders to complete GA4 setup...), [...]

Earlier this year, Google announced Universal Analytics properties will stop recording website analytics on July 1, 2023. Google Analytics 4 (GA4) will then be the only platform offered by Google. Let's walk through a few important points of this update including: why now, why in the first place, how this may impact the platform you lean on for narratives regarding your websites and the opportunity this unlocks across our industry.