The Quick Evolution of Google Analytics to the Present Day

Millions of companies worldwide use Google Analytics features and benefits to better understand their customers and optimise their online presence. The web analytics market is expected to exceed $7 billion by 2026 and Google has been leading the way in this sector since its inception.

It is worth mentioning that Google Analytics today looks very different to its earliest iteration at the start of the 21st century. It has transformed over the past two decades to become the default platform of choice that more than half of all businesses rely on.

So where did Google Analytics begin?

The journey started when Google purchased the web statistics analysis software Urchin in 2005. Analytics programs had been around almost since the internet began in the eighties, but Urchin had revolutionised the way companies used their digital presence and processed customer data. Google realised its potential and adapted the system to empower companies of all sizes to harness the power of the internet.

How has Google Analytics improved over the years?

Google’s web developers have since turned this offering into what we now know as Google Analytics, which provided in-depth quantitative data to its users while undergoing continuous improvements and upgrades.

Here is a brief timeline of Google Analytics’ major changes over the years:

● 2005: Google purchases Urchin Software Corp for 'only' USD 30M

● 2007: Classic Google Analytics arrives

● 2012: Google introduces Universal Analytics, allowing for the tracking of users across multiple devices and platforms through the use of unique user IDs.

● 2020: Google releases Google Analytics 4 (GA4)

GA4 Analytics: What’s next?

Recent years saw the passing of many new data protection laws, making it more difficult for small and big enterprises to track and use customer information. Partially in response to these web developments, Google introduced their GA4 platform in 2020. The new software was designed to comply with the updated GDPR rules. As such, it only uses first-party cookies and adjusts its data collection based on user consent. Yet it still offers advanced consumer insights and multiple improvements upon the previous iteration of Google Analytics. GA4’s exciting new features include real-time reports and cross-platform reporting amongst many others. It has a much more user-friendly interface, making it easier for digital marketers to spot key trends and anomalies amongst their data.

As Google Analytics 4 continues to take hold, it’s uncertain what the future of the platform will bring. But as online markets become increasingly competitive, the importance of analytics for business will only become more prevalent.

How can Google Analytics help your company?

In conclusion, Google Analytics completely revolutionised web analytics, and has transformed into an integral platform for businesses the world over. One can only hypothesise about what the future holds for the software but it looks likely to continue transforming organisations for many years to come. At iCentric, we enable businesses to make the most of their digital capabilities, including strategic consultancy and analysis of all marketing channels. Our services include G4 migration to help you optimise your customer data. Find out how our digital marketing consultants can help you take your organisation into the future.

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