Universal Analytics, a platform beloved (or at least tolerated) by marketers, died today (July 1) after 11 years.
Although the digital marketing industry had been warned that Google was preparing to turn off its life support, the news still came as a bit of a surprise to many.
Heartbroken marketers around the world have been flooding Twitter to pay their respects, with some even holding their own funerals.
Google Analytics was born in November 2005 after Urchin was acquired by Google and became a free service.
Seven years later, the search engine welcomed into the world Universal Analytics, a service that would revolutionize the digital marketing industry.
The platform went from strength to strength and quickly became the most used web analytics service on Earth thanks to its many key benefits, including offline conversions and flexible session timeout settings and the campaign.
Unfortunately, in March 2022, Google broke the hearts of advertisers in every corner of the world when it announced that Universal Analytics would be leaving our lives forever.
Russell Ketchum, Google’s director of product management, fought back tears as he delivered the heartbreaking news:
“Universal Analytics was built for a generation of online measurement that was anchored to the desktop web, independent sessions, and more easily observable data from cookies.” “This measurement methodology is quickly becoming obsolete.”
Universal Analytics will be remembered for its user-friendly interface, easily accessible, up-to-date and accurate data, as well as its glorious reports.
UA leaves behind Google Analytics 4, a replacement tool that marketers seem to absolutely love.
Share your stories, memories and fun times you had with our late friend by tweeting us @searchengineland.
Rest in peace, Universal Analytics. You were good to us.
Universal Analytics: 2012-2023.
The post Universal Analytics Dies at 11: Be Brave and Be Strong appeared first on Search Engine Land.
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