Do I have to switch to GA4?
Yes. Google will begin sunsetting the previous version, Universal Analytics (UA), July 1, 2023 and discontinue UA support October 1, 2024. While that may seem like a long way away, doing it sooner means you can convert, test and optimize your GA4 configuration while UA is still operating and actively collecting data. That little bit of overlap can go a long way toward strengthening your machine learning model, ensuring future analysis is just that much more meaningful.