Understanding Google Analytics 4 (GA4) and its server-side tracking is crucial for businesses wanting to improve their data collection strategies. Google is phasing out Universal Analytics on July 1, 2023, giving GA360 users an extra year to make the switch. It’s essential to know how this change affects you.

I began using GA4 roughly a year ago. As time went on, I found myself using UA less and appreciating GA4’s growing capabilities more. After some time adjusting, I realized something important.