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People might think of Universal Analytics (UA) when they hear Google Analytics. What might not be as well-known is that Google Analytics 4 (GA4) is slated to replace UA by July 2023. Universal Analytics launched in 2005; it provides deep customer insights previously not available and changed how businesses quantify and track successes. It allows anyone with a Google account to better understand their customers, their journey, and how they engage with online content. With more accessible information, it's easy to develop data-based marketing and content strategies for long-term success.
As customer behavior changed and even a good phone made it easy to access information anywhere, marketers needed new cross-platform analytic tools to improve customer experience and marketing outcomes. Google Analytics 4 was first released in October 2020, promising a new model for data measurement, cross-platform support, events-based modeling, and more. Google is still working on the final release of GA4, but the timeline for it to completely replace UA is on the horizon.
Google Analytics: a quick explainer
Google Analytics is a statistical analytics tool that can be used to track and report website traffic. It gives you insight into things like what page of your website a user starts on and how they got there. Google Analytics can measure session duration,...
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