The era of Google Universal Analytics is drawing to a close, with the official sunset date of 1 July 2023 fast approaching. As businesses prepare for this pivotal moment, Blackpepper stands ready to guide you through the transition and embrace the future of analytics with Google Analytics 4 (GA4).In this blog article, we invite you to explore the significance of GA4, understand why Google has made this change, and uncover the remarkable benefits that await those who embrace this powerful platform. Together, let's navigate this transformative journey and unlock the full potential of GA4 for your business. Sunset of Google Universal AnalyticsThe retirement of Google Universal Analytics, scheduled for July 2023, marks a significant turning point in the realm of analytics. This transition signifies the conclusion of new features and updates for Universal Analytics. It's important to recognise that the retirement of Universal Analytics does not mean your existing data and insights will be lost. Although Google Universal Analytics and GA4 operate on entirely different models, making a migration of data impossible, Universal Analytics property owners will still be able to access their data for up to six months post retirement date. Google encourages users to export their historical data so that it is not entirely lost. Businesses will therefore have to start building data on their GA4 property to ensure as little disruption as possible to marketing efforts. While Google Universal Analytics has served as a reliable analytics solution for many years, its retirement signals the need to evolve and embrace the next generation of data insights. As technology rapidly evolves and user behaviours become increasingly complex, GA4 emerges as the platform that meets the demands of the ever-changing digital landscape. It offers a host of innovative features and functionalities that enable businesses to gain deeper, more nuanced insights into their audience. What is Google Analytics...