Universal Analytics

Universal Analytics is a version of the popular web analytics service Google Analytics released in 2013.

The tool is designed to collect and process data about website visitors. First of all, Universal Analytics differs from the previous version and it can collect information about the same user from different platforms: tablets, computers, smartphones, and so on. Thus, this standard is of particular interest to businesses that promote their products and services multi-channel way.

Today, Universal Analytics is used everywhere, but since 2020 a newer version is available - Google Analytics 4. It includes many innovations. For example, Google Analytics 4 is able to predict the approximate revenue from different user groups using machine learning. In addition, the new standard is better adapted to modern data privacy requirements. It also analyzes new types of sites like single-page applications more accurately.

However, Google Analytics 4 has removed some of the metrics and reports available in Universal Analytics. As a result, users will need some time to adapt to the new features and interface. Therefore, the transition will not be instantaneous.

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