Google Analytics Logo
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Google Analytics is a web analytics service offered by Google that tracks and reports website traffic, currently as a platform inside the Google Marketing Platform brand. Google launched the service in November 2005 after acquiring Urchin.
As of 2019, Google Analytics is the most widely used web analytics service on the web. Google Analytics provides an SDK that allows gathering usage data from iOS and Android app, known as Google Analytics for Mobile Apps. Google Analytics can be blocked by browsers, browser extensions, firewalls and other means.
Google Analytics has undergone many versions since its inception. It is currently on its 4th iteration of the platform which is called GA4. GA4, now being the default Google Analytics installation, is the renamed version for the App+Web Property that Google had released in 2019 in a Beta form. GA4 has currently replaced UA, Universal Analytics. One notable feature of GA4 is a natural integration with Google’s Big Query a feature previously only available with the enterprise GA 360. This move indicates efforts by Google to integrate GA and its free users into their wider cloud offering.