Google Analytics

Google Analytics is Google’s tool for analysing web statistics. This tool collects and analyses useful data about website visitors. Through the years, Google has published multiple updates of the software:
 

Urchin (2005)

Urchin was Google Analytics’ predecessor. This software was a stand-alone programme, originally developed by Urchin Software Corporation in 2005. In the same year, Google acquired Urchin and introduced the software as a free web analytics platform. Urchin employed a log file analysis method rather than JavaScript tracking methods, which came into play later on.
 

Classic Google Analytics (2007-2012)

The first official version of Google Analytics was Classic Google Analytics and was launched in 2007. It used a JavaScript Library (ga.js) to collect user statistics. Tracking was straightforward, using sessions and page views, without any of the sophisticated data models that were added later on. Classic Google Analytics had basic features such as user metrics, traffic sources and conversion tracking.
 

Asynchronous Google Analytics (2009)

Google launched an asynchronous version of its tracking code (async.js) in 2009. This tracking code loaded separately from the website, thus vastly improving page speed. This improved page speed led to improved user experience and more reliable tracking.
 

Universal Analytics (2012-2023)

Universal Analytics revolutionised tracking. When Google launched Universal Analytics with an improved JavaScript library, it vastly improved cross-device tracking and data management. Moreover, Universal Analytics enabled users to collect more data types through a more flexible data model. The most important improvements in Universal Analytics were:

  • Measurement Protocol: transferring data from other software (e.g. registry systems) to Analytics.
  • User ID Tracking: tracking users across multiple devices.
  • A new focus on user data rather than merely on sessions and page views.

 

Google Analytics 4 – GA4 (2020-present)

Google launched its most recent version of Google Analytics in 2020. GA4 introduced a completely renewed way of collect and analysing data. The focus shifted from sessions to pre-defined events. GA4 is the first Google service that supports Privacy First Tracking, without being dependent on GDPR-proof cookies.
 

GA4’s most important functionalities are:

  • Cross-platform tracking: GA4 enables you to track users across different platforms. For example, one person that visits your website and app is displayed in the same property.
  • Advanced machine learning: GA4 uses advanced machines learning techniques to make predictions about website users.
  • Better integration with Google Ads regarding data transfer, user behaviour, conversions, remarketing, targeting, etc.
  • One flexible data model rather than Universal Analytics’ separate views.