It is a known fact that Universal Analytics is going to stop tracking from 1st July 2023, here’s why: 

1. Considering the rising bar in the user privacy laws around the world and change in core technologies like cookies, Google has made a a significant technology leap that will alter the way businesses analyze their traffic.
2. It’s no secret that we are living through a period of immense change and user privacy is on the top of everyone’s mind. Around the world, regulatory changes have raised the bar for user privacy. On the same lines browsers and other platforms are making changes into core technologies such as cookies. 
3. Obviously, a privacy centric ecosystem would be a ‘positive ‘ for humanity, but for us digital marketers it is a ‘nightmare’, because the measurement systems on which we have relied for years will be soon going for a toss. 

Foreseeing these industry changes Google has created a new, more intelligent Google Analytics that builds on the foundation of the App + Web property. It is privacy-centric by design, so you can rely on Analytics even as industry changes like restrictions on cookies and identifiers create gaps in your data. 

Now here’s what you need to know- Your Universal Analytics data won’t be migrated to GA 4! Therefore, its high time to shake off the inertia and adopt Google Analytics 4 as it is going to be a mandatory upgrade for everyone. Google itself is suggesting everyone to migrate to GA 4 as soon as possible, cause like any ML platform, to rely on GA 4 you need enough data repository in it. Additionally, GA 4 isn’t an option anymore, it’s a compulsion!  It is therefore advised to switch to GA 4 as soon as possible.