Google Analytics 4

Google is sunsetting Universal Analytics in July, 2023, and is being replaced by Google Analytics 4, which is Google's next-generation measurement solution. Universal Analytics will continue to collect data until it's sunset in July 2023, and data will remain accessible for at least 6 months afterwards. By March 2023, you'll be able to switch to Google Analytics 4 on Shopify.

With its flexible event-based data model, Google Analytics 4 allows you to see unified user journeys across your website and apps. It uses Google’s machine learning to bridge gaps in your data with modeled insights and predictive capabilities that you can use to get better results and grow your business. Because it doesn't rely exclusively on cookies, Google Analytics 4 is built to keep up with a changing ecosystem, so that you can learn about your customers even with gaps in your data.

There is no action required from you at this time. Additional guidance and communications from both Shopify and Google with next steps will be provided soon.

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