Google Analytics is a web analytics service offered by Google that tracks and reports website traffic, currently as a platform inside the Google Marketing Platform brand. Google launched the service in November 2005 after acquiring Urchin. As of 2019, Google Analytics is the most widely used web analytics service on the web. Google Analytics provides an SDK that allows gathering usage data from iOS and Android app, known as Google Analytics for Mobile Apps. Google Analytics has undergone many updates since its inception and is currently on its 4th iteration — GA4Users' group. GA4 is the default Google Analytics installation, and is the renamed version for the (App + Web) Property that Google released in 2019 in a Beta form. GA4 has also replaced Universal Analytics (UA). One notable feature of GA4 is a natural integration with Google's BigQuery — a feature previously only available with the enterprise GA 360. This move indicates efforts by Google to integrate GA and its free users into their wider cloud offering. According to a statement made by Google (March 2022) Universal Analytics will stop collecting new data on July 1, 2023, with Google Analytics 4 set to replace it. Users will be able to use Universal Analytics up to the July 2023 deadline, no new data will be added to UA after it has been sunset according to Google. Features Google Analytics is used to track website activity such as session duration, pages per session and the bounce rate of individuals using the site, along with the information on the source of the traffic. It can be integrated with Google Ads, with which users can create and review online campaigns by tracking landing page quality and conversions (goals). Goals might include sales, lead generation, viewing a specific page, or downloading a particular file. Google Analytics' approach is to show high-level, dashboard-type data for the casual user, and more in-depth data further into the report set. Google Analytics analysis can identify poorly performing pages with techniques such as funnel visualization, where visitors came from (referrers), how long they stayed on the website and their geographical position. It also provides more advanced features, including custom visitor segmentation. Google Analytics e-commerce reporting can track sales activity and performance. The e-commerce reports show a site's transactions, revenue, and many other commerce-related metrics. On September 29, 2011, Google Analytics launched Real-Time analytics, enabling a user to have insights