<s>
Google	B-Application
Analytics	I-Application
is	O
a	O
web	O
analytics	B-Application
service	O
offered	O
by	O
Google	B-Application
that	O
tracks	O
and	O
reports	O
website	O
traffic	O
,	O
currently	O
as	O
a	O
platform	O
inside	O
the	B-Application
Google	I-Application
Marketing	O
Platform	O
brand	O
.	O
</s>
<s>
Google	B-Application
launched	O
the	O
service	O
in	O
November	O
2005	O
after	O
acquiring	O
Urchin	B-Protocol
.	O
</s>
<s>
As	O
of	O
2019	O
,	O
Google	B-Application
Analytics	I-Application
is	O
the	O
most	O
widely	O
used	O
web	O
analytics	B-Application
service	O
on	O
the	O
web	O
.	O
</s>
<s>
Google	B-Application
Analytics	I-Application
provides	O
an	O
SDK	B-Application
that	O
allows	O
gathering	O
usage	O
data	O
from	O
iOS	B-Application
and	O
Android	B-Application
app	B-Application
,	O
known	O
as	O
Google	B-Application
Analytics	I-Application
for	O
Mobile	B-Application
Apps	I-Application
.	O
</s>
<s>
Google	B-Application
Analytics	I-Application
has	O
undergone	O
many	O
updates	O
since	O
its	O
inception	O
and	O
is	O
currently	O
on	O
its	O
4th	O
iteration	O
—	O
GA4	O
.	O
</s>
<s>
GA4	O
is	O
the	O
default	O
Google	B-Application
Analytics	I-Application
installation	O
,	O
and	O
is	O
the	O
renamed	O
version	O
for	O
the	O
(	O
App	B-Application
+	O
Web	O
)	O
Property	O
that	O
Google	B-Application
released	O
in	O
2019	O
in	O
a	O
Beta	O
form	O
.	O
</s>
<s>
GA4	O
has	O
also	O
replaced	O
Universal	O
Analytics	B-Application
(	O
UA	O
)	O
.	O
</s>
<s>
One	O
notable	O
feature	O
of	O
GA4	O
is	O
a	O
natural	O
integration	O
with	O
Google	B-Application
's	I-Application
BigQuery	B-Application
—	O
a	O
feature	O
previously	O
only	O
available	O
with	O
the	O
enterprise	O
GA	O
360	O
.	O
</s>
<s>
This	O
move	O
indicates	O
efforts	O
by	O
Google	B-Application
to	O
integrate	O
GA	O
and	O
its	O
free	O
users	O
into	O
their	O
wider	O
cloud	O
offering	O
.	O
</s>
<s>
According	O
to	O
a	O
statement	O
made	O
by	O
Google	B-Application
(	O
March	O
2022	O
)	O
Universal	O
Analytics	B-Application
will	O
stop	O
collecting	O
new	O
data	O
on	O
July	O
1	O
,	O
2023	O
,	O
with	O
Google	B-Application
Analytics	I-Application
4	O
set	O
to	O
replace	O
it	O
.	O
</s>
<s>
Users	O
will	O
be	O
able	O
to	O
use	O
Universal	O
Analytics	B-Application
up	O
to	O
the	O
July	O
2023	O
deadline	O
,	O
no	O
new	O
data	O
will	O
be	O
added	O
to	O
UA	O
after	O
it	O
has	O
been	O
sunset	O
according	O
to	O
Google	B-Application
.	I-Application
</s>
<s>
Google	B-Application
Analytics	I-Application
is	O
used	O
to	O
track	B-Application
website	O
activity	O
such	O
as	O
session	B-Protocol
duration	O
,	O
pages	O
per	O
session	B-Protocol
and	O
the	O
bounce	B-Protocol
rate	I-Protocol
of	O
individuals	O
using	O
the	O
site	O
,	O
along	O
with	O
the	O
information	O
on	O
the	O
source	O
of	O
the	O
traffic	O
.	O
</s>
<s>
It	O
can	O
be	O
integrated	O
with	O
Google	B-Application
Ads	I-Application
,	O
with	O
which	O
users	O
can	O
create	O
and	O
review	O
online	O
campaigns	O
by	O
tracking	O
landing	O
page	O
quality	O
and	O
conversions	O
(	O
goals	O
)	O
.	O
</s>
<s>
Google	B-Application
Analytics	I-Application
 '	O
approach	O
is	O
to	O
show	O
high-level	O
,	O
dashboard-type	O
data	O
for	O
the	O
casual	O
user	O
,	O
and	O
more	O
in-depth	O
data	O
further	O
into	O
the	O
report	O
set	O
.	O
</s>
<s>
Google	B-Application
Analytics	I-Application
analysis	O
can	O
identify	O
poorly	O
performing	O
pages	O
with	O
techniques	O
such	O
as	O
funnel	O
visualization	O
,	O
where	O
visitors	O
came	O
from	O
(	O
referrers	B-Protocol
)	O
,	O
how	O
long	O
they	O
stayed	O
on	O
the	O
website	O
and	O
their	O
geographical	O
position	O
.	O
</s>
<s>
Google	B-Application
Analytics	I-Application
e-commerce	O
reporting	O
can	O
track	B-Application
sales	O
activity	O
and	O
performance	O
.	O
</s>
<s>
On	O
September	O
29	O
,	O
2011	O
,	O
Google	B-Application
Analytics	I-Application
launched	O
Real-Time	O
analytics	B-Application
,	O
enabling	O
a	O
user	O
to	O
have	O
insights	O
about	O
visitors	O
currently	O
on	O
the	O
site	O
.	O
</s>
<s>
It	O
is	O
limited	O
to	O
sites	O
that	O
have	O
online	O
traffic	O
of	O
fewer	O
than	O
5	O
million	O
page	O
views	O
per	O
month	O
(	O
roughly	O
2	O
page-views	O
per	O
second	O
)	O
unless	O
the	O
site	O
is	O
linked	O
to	O
a	O
Google	B-Application
Ads	I-Application
campaign	O
.	O
</s>
<s>
Google	B-Application
Analytics	I-Application
includes	O
Google	B-Protocol
Website	I-Protocol
Optimizer	I-Protocol
,	O
re-branded	O
as	O
Google	B-Application
Analytics	I-Application
Content	O
Experiments	O
.	O
</s>
<s>
Google	B-Application
Analytics	I-Application
 '	O
Cohort	O
analysis	O
helps	O
in	O
understanding	O
the	O
behavior	O
of	O
component	O
groups	O
of	O
users	O
apart	O
from	O
your	O
user	O
population	O
.	O
</s>
<s>
The	O
latest	O
version	O
of	O
Google	B-Application
Analytics	I-Application
,	O
commonly	O
referred	O
as	O
GA4	O
,	O
encompasses	O
additional	O
features	O
focusing	O
on	O
predictions	O
,	O
customizability	O
,	O
and	O
privacy	O
.	O
</s>
<s>
A	O
new	O
concept	O
to	O
allow	O
the	O
same	O
property	O
to	O
be	O
used	O
both	O
for	O
website	O
and	O
mobile	B-Application
app	I-Application
,	O
</s>
<s>
Google	B-Application
acquired	O
Urchin	B-Protocol
Software	O
Corp	O
.	O
in	O
April	O
2005	O
.	O
</s>
<s>
Google	B-Application
's	I-Application
service	O
was	O
developed	O
from	O
Urchin	B-Protocol
on	I-Protocol
Demand	I-Protocol
.	O
</s>
<s>
The	O
system	O
also	O
brings	O
ideas	O
from	O
Adaptive	O
Path	O
,	O
whose	O
product	O
,	O
Measure	B-Application
Map	I-Application
,	O
was	O
acquired	O
and	O
used	O
in	O
the	O
redesign	O
of	O
Google	B-Application
Analytics	I-Application
in	O
2006	O
.	O
</s>
<s>
Google	B-Application
continued	O
to	O
sell	O
the	O
standalone	O
,	O
installable	O
Urchin	B-Protocol
WebAnalytics	I-Protocol
Software	I-Protocol
through	O
a	O
network	O
of	O
value-added	O
resellers	O
until	O
discontinuation	O
on	O
March	O
28	O
,	O
2012	O
.	O
</s>
<s>
As	O
capacity	O
was	O
added	O
to	O
the	O
system	O
,	O
Google	B-Application
began	O
using	O
a	O
lottery-type	O
invitation-code	O
model	O
.	O
</s>
<s>
Before	O
August	O
2006	O
,	O
Google	B-Application
was	O
sending	O
out	O
batches	O
of	O
invitation	O
codes	O
as	O
server	B-Application
availability	O
permitted	O
;	O
since	O
mid-August	O
2006	O
the	O
service	O
has	O
been	O
fully	O
available	O
to	O
all	O
users	O
–	O
whether	O
they	O
use	O
Google	B-Application
for	O
advertising	O
or	O
not	O
.	O
</s>
<s>
The	O
newer	O
version	O
of	O
Google	B-Application
Analytics	I-Application
tracking	O
code	O
is	O
known	O
as	O
the	O
asynchronous	O
tracking	O
code	O
,	O
which	O
Google	B-Application
claims	O
is	O
more	O
sensitive	O
and	O
accurate	O
,	O
and	O
is	O
able	O
to	O
track	B-Application
very	O
short	O
activities	O
on	O
the	O
website	O
.	O
</s>
<s>
The	O
previous	O
version	O
delayed	O
page	O
loading	O
,	O
and	O
so	O
,	O
for	O
performance	O
reasons	O
,	O
it	O
was	O
generally	O
placed	O
just	O
before	O
the	O
<code></body></code>	O
body	O
close	O
HTML	O
tag	B-Protocol
.	O
</s>
<s>
The	O
new	O
code	O
can	O
be	O
placed	O
between	O
the	O
...	O
HTML	O
head	O
tags	B-Protocol
because	O
,	O
once	O
triggered	O
,	O
it	O
runs	O
in	O
parallel	O
with	O
page	O
loading	O
.	O
</s>
<s>
In	O
April	O
2011	O
Google	B-Application
announced	O
the	O
availability	O
of	O
a	O
new	O
version	O
of	O
Google	B-Application
Analytics	I-Application
featuring	O
multiple	O
dashboards	B-Protocol
,	O
more	O
custom	O
report	O
options	O
,	O
and	O
a	O
new	O
interface	O
design	O
.	O
</s>
<s>
This	O
version	O
was	O
later	O
updated	O
with	O
some	O
other	O
features	O
such	O
as	O
real-time	O
analytics	B-Application
and	O
goal	O
flow	O
charts	O
.	O
</s>
<s>
In	O
October	O
2012	O
another	O
new	O
version	O
of	O
Google	B-Application
Analytics	I-Application
was	O
announced	O
,	O
called	O
Universal	O
Analytics	B-Application
.	O
</s>
<s>
In	O
March	O
2016	O
,	O
Google	B-Application
released	O
Google	B-Application
Analytics	I-Application
360	I-Application
,	O
which	O
is	O
a	O
software	B-Application
suite	I-Application
that	O
provides	O
analytics	B-Application
on	O
return	O
on	O
investment	O
and	O
other	O
marketing	O
indicators	O
.	O
</s>
<s>
Google	B-Application
Analytics	I-Application
360	I-Application
includes	O
seven	O
main	O
products	O
:	O
Analytics	B-Application
,	O
Tag	B-Protocol
Manager	O
,	O
Optimize	O
,	O
Data	O
Studio	O
,	O
Surveys	O
,	O
Attribution	O
,	O
and	O
Audience	O
Center	O
.	O
</s>
<s>
In	O
October	O
2017	O
a	O
new	O
methodology	O
to	O
collect	O
data	O
for	O
Google	B-Application
Analytics	I-Application
was	O
announced	O
,	O
called	O
Global	O
Site	O
Tag	B-Protocol
,	O
or	O
gTag.js	O
.	O
</s>
<s>
This	O
new	O
tag	B-Protocol
type	O
is	O
an	O
alternative	O
to	O
the	O
existing	O
Analytics.js	O
tag	B-Protocol
type	O
or	O
Google	B-Application
Tag	B-Protocol
Manager	O
.	O
</s>
<s>
In	O
June	O
2018	O
,	O
Google	B-Application
introduced	O
Google	B-Protocol
Marketing	I-Protocol
Platform	I-Protocol
,	O
an	O
online	O
advertisement	O
and	O
analytics	B-Application
brand	O
.	O
</s>
<s>
It	O
consists	O
of	O
two	O
former	O
brands	O
of	O
Google	B-Application
,	O
DoubleClick	O
Digital	O
Marketing	O
and	O
Google	B-Application
Analytics	I-Application
360	I-Application
.	O
</s>
<s>
In	O
October	O
2020	O
,	O
Google	B-Application
released	O
Google	B-Application
Analytics	I-Application
4	O
,	O
under	O
the	O
acronym	O
GA4	O
.	O
</s>
<s>
Instead	O
of	O
being	O
"	O
hit-based	O
,	O
"	O
like	O
Universal	O
Analytics	B-Application
,	O
GA4	O
is	O
"	O
event-based.	O
"	O
</s>
<s>
In	O
March	O
2022	O
,	O
Google	B-Application
announced	O
that	O
on	O
July	O
1	O
,	O
2023	O
,	O
standard	O
Universal	O
Analytics	B-Application
properties	O
will	O
stop	O
processing	O
new	O
hits	O
.	O
</s>
<s>
Google	B-Application
Analytics	I-Application
is	O
implemented	O
with	O
"	O
page	B-Protocol
tags	I-Protocol
"	O
,	O
in	O
this	O
case	O
,	O
called	O
the	B-Application
Google	B-Application
Analytics	I-Application
Tracking	O
Code	O
,	O
which	O
is	O
a	O
snippet	O
of	O
JavaScript	B-Language
code	O
that	O
the	O
website	O
owner	O
adds	O
to	O
every	O
page	O
of	O
the	O
website	O
.	O
</s>
<s>
The	O
tracking	O
code	O
runs	O
in	O
the	O
client	O
browser	O
when	O
the	O
client	O
browses	O
the	O
page	O
(	O
if	O
JavaScript	B-Language
is	O
enabled	O
in	O
the	O
browser	O
)	O
and	O
collects	O
visitor	O
data	O
and	O
sends	O
it	O
to	O
a	O
Google	B-Application
data	O
collection	O
server	B-Application
as	O
part	O
of	O
a	O
request	O
for	O
a	O
web	B-Protocol
beacon	I-Protocol
.	O
</s>
<s>
The	O
tracking	O
code	O
loads	O
a	O
larger	O
JavaScript	B-Language
file	O
from	O
the	B-Application
Google	I-Application
web	O
server	B-Application
and	O
then	O
sets	O
variables	O
with	O
the	O
user	O
's	O
account	O
number	O
.	O
</s>
<s>
Furthermore	O
,	O
as	O
all	O
websites	O
that	O
implement	O
Google	B-Application
Analytics	I-Application
with	O
the	O
ga.js	O
code	O
use	O
the	O
same	O
master	O
file	O
from	O
Google	B-Application
,	O
a	O
browser	O
that	O
has	O
previously	O
visited	O
any	O
other	O
website	O
running	O
Google	B-Application
Analytics	I-Application
will	O
already	O
have	O
the	O
file	O
cached	O
on	O
their	O
machine	O
.	O
</s>
<s>
In	O
addition	O
to	O
transmitting	O
information	O
to	O
a	O
Google	B-Application
server	B-Application
,	O
the	O
tracking	O
code	O
sets	O
a	O
first	B-Application
party	I-Application
cookie	I-Application
(	O
If	O
cookies	B-Application
are	O
enabled	O
in	O
the	O
browser	O
)	O
on	O
each	O
visitor	O
's	O
computer	O
.	O
</s>
<s>
This	O
cookie	B-Application
stores	O
anonymous	O
information	O
called	O
the	O
ClientId	O
.	O
</s>
<s>
Before	O
the	O
launch	O
of	O
Universal	O
Analytics	B-Application
,	O
there	O
were	O
several	O
cookies	B-Application
storing	O
information	O
such	O
as	O
whether	O
the	O
visitor	O
had	O
been	O
to	O
the	O
site	O
before	O
(	O
new	O
or	O
returning	O
visitor	O
)	O
,	O
the	O
timestamp	O
of	O
the	O
current	O
visit	O
,	O
and	O
the	O
referrer	B-Protocol
site	O
or	O
campaign	O
that	O
directed	O
the	O
visitor	O
to	O
the	O
page	O
(	O
e.g.	O
,	O
search	B-Application
engine	I-Application
,	O
keywords	O
,	O
banner	O
,	O
or	O
email	O
)	O
.	O
</s>
<s>
If	O
the	O
visitor	O
arrived	O
at	O
the	O
site	O
by	O
clicking	O
on	O
a	O
link	O
tagged	O
with	O
UTM	B-Protocol
parameters	I-Protocol
(	O
Urchin	B-Protocol
Tracking	I-Protocol
Module	I-Protocol
)	O
such	O
as	O
:	O
</s>
<s>
then	O
the	O
tag	B-Protocol
values	O
are	O
passed	O
to	O
the	O
database	O
too	O
.	O
</s>
<s>
In	O
addition	O
,	O
Google	B-Application
Analytics	I-Application
for	O
Mobile	O
Package	O
allows	O
Google	B-Application
Analytics	I-Application
to	O
be	O
applied	O
to	O
mobile	O
websites	O
.	O
</s>
<s>
The	O
Mobile	O
Package	O
contains	O
server-side	O
tracking	O
codes	O
that	O
use	O
PHP	B-Application
,	O
JavaServer	B-Language
Pages	I-Language
,	O
ASP.NET	B-Application
,	O
or	O
Perl	B-Language
for	O
its	O
server-side	O
language	O
.	O
</s>
<s>
However	O
,	O
many	O
ad	O
filtering	O
programs	O
and	O
extensions	O
such	O
as	O
Firefox	B-Application
's	O
Enhanced	O
Tracking	O
Protection	O
,	O
the	O
browser	O
extension	O
NoScript	B-Operating_System
and	O
the	O
mobile	B-Application
phone	I-Application
app	I-Application
Disconnect	B-Operating_System
Mobile	I-Operating_System
can	O
block	O
the	B-Application
Google	I-Application
Analytics	B-Application
Tracking	O
Code	O
.	O
</s>
<s>
Also	O
,	O
privacy	O
networks	O
like	O
Tor	B-Application
will	O
mask	O
the	O
user	O
's	O
actual	O
location	O
and	O
present	O
inaccurate	O
geographical	O
data	O
.	O
</s>
<s>
A	O
small	O
fraction	O
of	O
users	O
do	O
n't	O
have	O
JavaScript-enabled/capable	O
browsers	O
or	O
turn	O
this	O
feature	O
off	O
.	O
</s>
<s>
One	O
potential	O
impact	O
on	O
data	O
accuracy	O
comes	O
from	O
users	O
deleting	O
or	O
blocking	O
Google	B-Application
Analytics	I-Application
cookies	B-Application
.	O
</s>
<s>
Without	O
cookies	B-Application
being	O
set	O
,	O
Google	B-Application
Analytics	I-Application
cannot	O
collect	O
data	O
.	O
</s>
<s>
Any	O
individual	O
web	O
user	O
can	O
block	O
or	O
delete	O
cookies	B-Application
resulting	O
in	O
the	O
data	O
loss	O
of	O
those	O
visits	O
for	O
Google	B-Application
Analytics	I-Application
users	O
.	O
</s>
<s>
Website	O
owners	O
can	O
encourage	O
users	O
not	O
to	O
disable	O
cookies	B-Application
by	O
,	O
for	O
example	O
,	O
making	O
visitors	O
more	O
comfortable	O
using	O
the	O
site	O
through	O
posting	O
a	O
privacy	O
policy	O
.	O
</s>
<s>
As	O
a	O
user	O
navigates	O
between	O
web	O
pages	O
,	O
Google	B-Application
Analytics	I-Application
provides	O
website	O
owners	O
JavaScript	B-Protocol
tags	I-Protocol
(	O
libraries	O
)	O
to	O
record	O
information	O
about	O
the	O
page	O
a	O
user	O
has	O
seen	O
,	O
for	O
example	O
the	O
URL	O
of	O
the	O
page	O
.	O
</s>
<s>
Google	B-Application
analytics	I-Application
JavaScript	B-Language
libraries	O
uses	O
HTTP	B-Application
cookies	I-Application
,	O
with	O
which	O
it	O
remembers	O
what	O
a	O
user	O
has	O
done	O
on	O
previous	O
pages	O
and	O
his	O
interactions	O
.	O
</s>
<s>
Another	O
limitation	O
of	O
Google	B-Application
Analytics	I-Application
for	O
large	O
websites	O
is	O
the	O
use	O
of	O
sampling	O
in	O
the	O
generation	O
of	O
many	O
of	O
its	O
reports	O
.	O
</s>
<s>
To	O
reduce	O
the	O
load	O
on	O
their	O
servers	O
and	O
to	O
provide	O
users	O
with	O
a	O
relatively	O
quick	O
response	O
to	O
their	O
query	O
,	O
Google	B-Application
Analytics	I-Application
limits	O
reports	O
to	O
500,000	O
randomly	O
sampled	O
sessions	O
at	O
the	O
profile	O
level	O
for	O
its	O
calculations	O
.	O
</s>
<s>
While	O
margins	O
of	O
error	O
are	O
indicated	O
for	O
the	O
visits	O
metric	O
,	O
margins	O
of	O
error	O
are	O
not	O
provided	O
for	O
any	O
other	O
metrics	O
in	O
the	B-Application
Google	I-Application
Analytics	B-Application
reports	O
.	O
</s>
<s>
One	O
of	O
the	O
biggest	O
limitation	O
of	O
Google	B-Application
Analytics	I-Application
,	O
is	O
its	O
inability	O
to	O
track	B-Application
and	O
attribute	O
offline	O
conversions	O
.	O
</s>
<s>
Since	O
Google	B-Application
Analytics	I-Application
is	O
a	O
JavaScript	B-Protocol
tag	I-Protocol
set	O
on	O
a	O
website	O
,	O
when	O
the	O
visitor	O
switch	O
from	O
the	O
website	O
environment	O
to	O
a	O
phone	O
conversation	O
,	O
the	O
tracking	O
is	O
lost	O
,	O
and	O
the	O
"	O
call	O
center	O
"	O
activity	O
ca	O
n't	O
be	O
directly	O
linked	O
to	O
the	O
initial	O
visit	O
or	O
visitor	O
.	O
</s>
<s>
Third-party	O
tools	O
integrated	O
with	O
Google	B-Application
Analytics	I-Application
,	O
are	O
now	O
capable	O
of	O
tracking	O
customer	O
journey	O
from	O
online	O
to	O
offline	O
environments	O
.	O
</s>
<s>
There	O
have	O
been	O
several	O
online	O
discussions	O
about	O
the	O
impact	O
of	O
Google	B-Application
Analytics	I-Application
on	O
site	O
performance	O
.	O
</s>
<s>
However	O
,	O
Google	B-Application
introduced	O
asynchronous	O
JavaScript	B-Language
code	O
in	O
December	O
2009	O
to	O
reduce	O
the	O
risk	O
of	O
slowing	O
the	O
loading	O
of	O
pages	O
tagged	O
with	O
the	O
ga.js	O
script	O
.	O
</s>
<s>
Due	O
to	O
its	O
ubiquity	O
,	O
Google	B-Application
Analytics	I-Application
raises	O
some	O
privacy	O
concerns	O
.	O
</s>
<s>
Whenever	O
someone	O
visits	O
a	O
website	O
that	O
uses	O
Google	B-Application
Analytics	I-Application
,	O
Google	B-Application
tracks	O
that	O
visit	O
via	O
the	O
users	O
 '	O
IP	B-Protocol
address	I-Protocol
in	O
order	O
to	O
determine	O
the	O
user	O
's	O
approximate	O
geographic	O
location	O
.	O
</s>
<s>
To	O
meet	O
German	O
legal	O
requirements	O
,	O
Google	B-Application
Analytics	I-Application
can	O
anonymize	O
the	O
IP	B-Protocol
address	I-Protocol
.	O
</s>
<s>
Google	B-Application
has	O
also	O
released	O
a	O
browser	O
plug-in	O
that	O
turns	O
off	O
data	O
about	O
a	O
page	O
visit	O
being	O
sent	O
to	O
Google	B-Application
,	O
however	O
,	O
this	O
browser	O
extension	O
is	O
not	O
available	O
for	O
mobile	O
browsers	O
.	O
</s>
<s>
Since	O
this	O
plug-in	O
is	O
produced	O
and	O
distributed	O
by	O
Google	B-Application
itself	O
,	O
it	O
has	O
met	O
much	O
discussion	O
and	O
criticism	O
.	O
</s>
<s>
Furthermore	O
,	O
the	O
realization	O
of	O
Google	B-Application
scripts	O
tracking	O
user	O
behavior	O
has	O
spawned	O
the	O
production	O
of	O
multiple	O
,	O
often	O
open-source	B-Application
,	O
browser	O
plug-ins	O
to	O
reject	O
tracking	O
cookies	B-Application
.	O
</s>
<s>
These	O
plug-ins	O
allow	O
users	O
to	O
block	O
Google	B-Application
Analytics	I-Application
and	O
similar	O
sites	O
from	O
tracking	O
their	O
activities	O
.	O
</s>
<s>
Many	O
browsers	O
allow	O
users	O
to	O
reject	O
third-party	O
cookies	B-Application
and	O
tracking	O
scripts	O
,	O
in	O
some	O
cases	O
this	O
is	O
the	O
default	O
option	O
.	O
</s>
<s>
Webmasters	O
who	O
seek	O
to	O
mitigate	O
Google	B-Application
Analytics	I-Application
 '	O
specific	O
privacy	O
issues	O
can	O
employ	O
a	O
number	O
of	O
alternatives	O
having	O
their	O
backends	O
hosted	O
on	O
their	O
own	O
machines	O
.	O
</s>
<s>
Until	O
its	O
discontinuation	O
,	O
an	O
example	O
of	O
such	O
a	O
product	O
was	O
Urchin	B-Protocol
WebAnalytics	I-Protocol
Software	I-Protocol
from	O
Google	B-Application
itself	O
.	O
</s>
<s>
On	O
January	O
20	O
,	O
2015	O
,	O
the	O
Associated	O
Press	O
reported	O
that	O
HealthCare.gov	O
was	O
providing	O
access	O
to	O
enrollees	O
 '	O
personal	O
data	O
to	O
private	O
companies	O
that	O
specialized	O
in	O
advertising	O
,	O
mentioning	O
Google	B-Application
Analytics	I-Application
specifically	O
.	O
</s>
<s>
Additionally	O
,	O
in	O
2022	O
,	O
countries	O
such	O
as	O
Austria	O
,	O
France	O
,	O
and	O
Italy	O
have	O
prohibited	O
the	O
service	O
which	O
lets	O
webmaster	O
tools	O
track	B-Application
and	O
analyze	O
their	O
site	O
traffic	O
.	O
</s>
<s>
The	O
government	O
stated	O
in	O
its	O
decisions	O
that	O
information	O
are	O
collected	O
via	O
cookies	B-Application
and	O
transmitted	O
to	O
the	O
United	O
states	O
could	O
potentially	O
be	O
seen	O
by	O
third	O
parties	O
and	O
the	O
government	O
which	O
could	O
breach	O
GDPR	O
as	O
users	O
are	O
n't	O
ensured	O
due	O
process	O
for	O
redness	O
.	O
</s>
<s>
The	O
new	O
version	O
of	O
Google	B-Application
Analytics	I-Application
,	O
also	O
known	O
as	O
GA4	O
,	O
is	O
equipped	O
with	O
deeper	O
anonymization	O
of	O
user	O
data	O
through	O
which	O
the	O
GA4	O
anonymizes	O
IP	B-Protocol
addresses	I-Protocol
of	O
all	O
users	O
by	O
default	O
,	O
meaning	O
it	O
's	O
not	O
possible	O
to	O
perform	O
any	O
changes	O
for	O
this	O
setting	O
.	O
</s>
<s>
Google	B-Application
offers	O
free	O
Google	B-Application
Analytics	I-Application
IQ	O
Lessons	O
,	O
Google	B-Application
Analytics	I-Application
certification	O
test	O
,	O
free	O
Help	O
Center	O
FAQ	O
and	O
Google	B-Application
Groups	I-Application
forum	O
for	O
official	O
Google	B-Application
Analytics	I-Application
product	O
support	O
.	O
</s>
<s>
New	O
product	O
features	O
are	O
announced	O
on	O
the	B-Application
Google	I-Application
Analytics	B-Application
Blog	O
.	O
</s>
<s>
Enterprise	O
support	O
is	O
provided	O
through	O
Google	B-Application
Analytics	I-Application
Certified	O
Partners	O
or	O
Google	B-Application
Academy	O
for	O
Ads	O
.	O
</s>
<s>
The	B-Application
Google	I-Application
Analytics	B-Application
API	O
is	O
used	O
by	O
third	O
parties	O
to	O
build	O
custom	O
applications	O
such	O
as	O
reporting	O
tools	O
.	O
</s>
<s>
One	O
was	O
built	O
to	O
run	O
on	O
iOS	B-Application
(	O
Apple	O
)	O
devices	O
and	O
is	O
featured	O
in	O
Apple	B-Application
's	I-Application
app	I-Application
store	I-Application
.	O
</s>
<s>
Google	B-Application
Analytics	I-Application
is	O
the	O
most	O
widely	O
used	O
website	O
statistics	O
service	O
.	O
</s>
<s>
In	O
May	O
2008	O
,	O
Pingdom	B-Protocol
released	O
a	O
survey	O
stating	O
that	O
161	O
of	O
the	O
500	O
(	O
32%	O
)	O
biggest	O
sites	O
globally	O
according	O
to	O
their	O
Alexa	O
rank	O
were	O
using	O
Google	B-Application
Analytics	I-Application
.	O
</s>
<s>
A	O
later	O
piece	O
of	O
market	O
share	O
analysis	O
claimed	O
that	O
Google	B-Application
Analytics	I-Application
was	O
used	O
by	O
around	O
49.95	O
%	O
of	O
the	O
top	O
1,000,000	O
websites	O
(	O
as	O
ranked	O
in	O
2010	O
by	O
Alexa	O
Internet	O
)	O
.	O
</s>
<s>
And	O
as	O
of	O
April	O
2022	O
,	O
Google	B-Application
Analytics	I-Application
was	O
used	O
by	O
73.7	O
%	O
of	O
the	O
10,000	O
most	O
popular	O
websites	O
ordered	O
by	O
popularity	O
,	O
as	O
reported	O
by	O
BuiltWith	O
.	O
</s>
