Marketers breathed a sigh of relief last week when Google announced that it will postpone sunsetting the current version of its web analytics product, Universal Analytics.

People might think of Universal Analytics (UA) or a similar name when they hear "Google Analytics," a popular web tool that's as in-depth as it is accessible on devices like tablets. What might ...

A lot of sites fixate on what their Web analytics, packages like Google Analytics and Ominiture, tell them.

Brands and marketers alike are going to need to calibrate how they look at the data—because those KPIs we all love are getting a shake-up as well.

What does Web analytics actually mean? Find out inside PCMag's comprehensive tech and computer-related encyclopedia.

So, even if you’ve been using Google Analytics for years, GA4 is an entirely new system you need to learn. Now is the perfect moment to be sure this new analytics system is the right one.

Universal Analytics shuts down on July 1, 2024, forcing a swift transition to Google Analytics 4 to maintain data access and measurement capabilities.

Even if you have used Web analytics software in the past, Google's certification program gives you a structured path to master Google's free analytics suite.