As of July 1, 2023, Google will officially replace its standard Universal Analytics program with Google Analytics 4 (GA4). This means the Universal Analytics program will cease processing data for users who have not yet made the switch. For those not fluent in digital measurement, Google Analytics collects data from websites and applications and produces important business insights. While GA is for everyone, they’ve based their advice on what communicators who use the tool need to know. In GA4, data retention is only up to 14 months (versus unlimited with Universal Analytics).

Source: New York Times June 27, 2023 22:19 UTC