While users had the ability to use Universal Analytics up to the July 2023 deadline, no new data has been added to UA since its sunset.
Google had previously announced this change in March 2022. Īs of July 1, 2023, Universal Analytics ceased collecting new data, with Google Analytics 4 succeeding it as the primary analytics platform. This move indicates efforts by Google to integrate GA and its free users into their wider cloud offering. One notable feature of GA4 is a natural integration with Google's BigQuery - a feature previously only available with the enterprise GA 360. GA4 has also replaced Universal Analytics (UA). GA4 is the default Google Analytics installation, and is the renamed version for the (App + Web) Property that Google released in 2019 in a Beta form. Google Analytics has undergone many updates since its inception and is currently on its 4th iteration - GA4.
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Google Analytics provides an SDK that allows gathering usage data from iOS and Android app, known as Google Analytics for Mobile Apps.
Īs of 2019, Google Analytics is the most widely used web analytics service on the web. Google launched the service in November 2005 after acquiring Urchin. Google Analytics is a web analytics service offered by Google that tracks and reports website traffic and also the mobile app traffic & events, currently as a platform inside the Google Marketing Platform brand.
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