If you’ve just logged into your Google Analytics account and realized that all the data is no longer being collected and reported, this video explains why.
Google stopped support for Universal Analytics starting 1st July 2023, and if you haven’t upgraded to GA4, you will no longer be collecting any data from your website.
In order to solve this, you need to set up a Google Analytics 4 account, and set up your conversions there, as well as link that to your Google Ads account or your Google Ads will no longer optimize for conversions (since they won’t be reporting any).
Watch these videos for how to do everything you need to do:
How to set up conversions in GA4
How to link GA4 to your Google Ads account and import the conversions