As a marketing specialist who has gone through the transition from Universal Analytics to Google Analytics 4 on countless projects, I can confidently say that no platform migration has divided the marketing community quite like GA4. Starting July 1, 2023, standard Universal Analytics properties stopped processing hits, with Universal Analytics 360 properties receiving a one-time processing extension ending on July 1, 2024. The Broader Impact On Marketing AnalyticsThe GA4 transition has forced the entire marketing analytics landscape to evolve. Looking into historical Universal adoption, more than 21 million websites used Universal Analytics, which leaves a gap to be filled. The Bottom LineFive years after its launch, GA4 represents both the promise and peril of modern marketing analytics.