GOOGLE TURNS OFF UNIVERSAL ANALYTICS JULY 1: WHAT YOU NEED TO KNOW

Summary from the TLDR Marketing newsletter

Google's Universal Analytics officially shuts down on July 1, at which point all data will be deleted. Businesses that rely on Universal Analytics for website measurement and data analysis need to act quickly to avoid losing access to their historical data and maintain continuity in their analytics capabilities. Prior to July 1, website owners should export Universal Analytics data, set up and configure a Google Analytics 4 property, migrate Google Ads links, and create new conversions based on GA4 events.