Have you recently received an email like this from Google?
We’ll soon configure Google Analytics 4 for you
Hello.Universal Analytics standard properties will stop processing data on July 1, 2023. To maximize historical data and to ensure that Google Analytics 4 (GA4) meets your specific needs, we recommend you make the switch to Google Analytics 4 now.This will give you the opportunity to customize the setup including using the latest site tag.For any customer who does not set up a GA4 property with basic settings, starting in March, we will configure one with a few basic settings consistent with the existing Universal Analytics property; this includes certain conversion events, Google Ads links, and existing website tags.For Universal Analytics customers whose websites are tagged with gtag.js or analytics.js (including through tag management systems like Google Tag Manager), we will create a connected site tag that will reuse existing tags when possible to send traffic to the new GA4 property. If you do not wish to have a GA4 property created and configured based on your Universal Analytics property and existing tags, you may opt-out.
All previous emails have been encouraging clients to set up their GA4 account, in preparation for when the Universal account is no longer available. If you have received an email similar to the one copied above, rest assured. You only need to do something about it if you have previously set up your Google Analytics with customised settings that you would like to continue with. Otherwise, Google are providing a helpful service and switching you over to GA4 throughout March 2023 on your behalf so that you don’t lose your current website tracking and other settings. They will also provide you with the basic settings such as conversions, Google Ad links and existing website tags.