Google Analytics 4 (GA4) – One For The Future (And Now)
Launched in mid-October by Google, GA4 is the latest version of Google Analytics. Incorporating Firebase Analytics, GA4 is Google’s latest attempt to enable collection, measurement, and analysis of data from multiple sources including websites and apps in the same space. It’s the most significant update to Google Analytics since Universal Analytics (the current version).
A Brief History Of Google Analytics
Google acquired Urchin Software back in 2005 and soon after Google Analytics was born. It was launched as a free product, a major draw for customers. It still remains a free product, though there is the ability to purchase the 360 version.