Well, it’s finally happening – the dreaded Universal Analytics sunset has started. On Twitter and via a statement on the Analytics Help Center, Google said:“Today, we begin shutting down Universal Analytics as we welcome you to Google Analytics 4. “This will not happen overnight, so some Universal Analytics properties may continue to process data. “We strongly encourage you to make the switch to Google Analytics 4 as soon as possible. If you use Universal Analytics data in your Google Ads account, make sure you migrate your Universal Analytics property’s Google Ads links to your Google Analytics 4 property.