Google Analytics 4 (GA4) is the future of analytics. It collects event-based data from websites and applications. Experts believe it to be the biggest update in the tool’s 15-year-old history. Google has undoubtedly invested years of effort into its development. While GA4 will keep enhancing itself and evolving with time, it signifies the next generation of analytics. So, the sooner you upgrade, the more advantageous it will be. Of course, upgrading to GA4 requires time and money. Hence, many companies may argue if the upgrade is worth it. But for those skeptical about the upgrade, here’s some insight into why they should upgrade to GA4. On the 1st of July 2023, all standard Universal Analytics properties will stop processing new hits. It means, from July 2023, no website activity will be recorded. Besides, Google announced that users could access the existing Universal Analytics properties for around only six months after this date. Thus, all historical data could be lost for good!