June 2023 was the final full month before standard Universal Analytics properties stopped processing new data on July 1. For many businesses, GA4 had been easy to postpone. The deadline made it real. Marketers had…

In March 2022, Google announced that standard Universal Analytics properties would stop processing new hits on July 1, 2023. That made GA4 migration more than a future project. Businesses needed to start collecting GA4 data…