Google Analytics 4 is our next-generation measurement solution, and it's replacing Universal Analytics. On July 1, 2023, standard Universal Analytics properties will stop processing data. GA4 is much more than just a new “version” of Google Analytics. It’s a completely new platform – built from the ground up to collect, process, and report on data differently than before. Migrating to GA4 is a complex and integral process that requires strategic planning and expert implementation.George is the Founder and CEO of Whole Whale, a digital agency that leverages data and tech to increase the impact of nonprofits and for-benefit companies. In nearly a decade of operations, Whole Whale has worked with over 100 nonprofit and social-impact organizations, spent over $6 million in Google Ad Grants dollars, and supported an additional 150,000+ organizations through free online content and trainings.He is also the co-founder of Power Poetry, the largest teen poetry platform in the U.S, a safe, creative, free home to over 500k poets.Connect with me on LinkedIn: https://www.linkedin.com/in/juliacampbell/