It's not clear how many websites and apps use Google Analytics - but look at the source code of any web page and you'll more than likely see that UA code snippet somewhere on the page so I would guess... most do. And it's been working perfectly well, providing fascinating and useful insights over the years to millions of website owners, data analysts, UX and SEO professionals who have used these insights to fine tune websites to meet business goals.
So why then, did Google announce in March this year they will be sunsetting Universal Analytics on 1 July 2023, with Universal Analytics 360 (the paid, premium version) following three months later on 1 October?
Because, quite simply, legislation and the way we consume digital content has changed profoundly since Google bought Urchin in 2005 and introduced free analytics to the masses later that year.
Back then, Google Analytics was designed for online measurement in a simpler world, where the desktop was front and centre of our digital experience and measurement was based on cookies. Fast forward 17 years and today we flip between phones, tablets, laptops and desktops in our fragmented user journeys – creating multiple user IDs along the way and providing major headaches to data analysts trying to build consolidated views of user journeys and behaviour. Add to that evolving privacy regulation, browser and operating system updates that actively make measurement harder and individual choice in what data they decide to share - or...
Read Full Story: https://www.bizcommunity.com/Article/196/23/229624.html
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