Marketers haven’t had the easiest time migrating from Universal Analytics to Google Analytics 4. So with that in mind, we’ve put together a list of the funniest reactions we received to Google’s enforced GA4 switchover. My hope is that by the time I return from vacation, Google will have changed their mind, and Universal Analytics will continue to exist.”Get the daily newsletter search marketers rely on. So IT kicked the project over to our business insights department, who swiftly said, "We don't have anything to do with Google Analytics anymore. After 11 years of relying so heavily on Universal Analytics, migrating over to GA4 is a daunting task.