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Search Engine Watch – The free version of Google Analytics, Universal Analytics, is the most widely used web analytics solution. The platform is so popular that it dominates 86% market share, making Google the market leader. But even though many consider Google Analytics the standard, there are reasons to ask if it is the perfect choice for your marketing setup—especially since Google announced the sunset of Universal Analytics. On July 1, 2023, Universal Analytics properties will stop processing new hits, forcing users to switch to its successor, Google Analytics 4. While this may seem like a natural progression, marketers should not be fooled. The learning curve will be steep—Google Analytics 4 is almost an entirely new platform and still developing. On top of that, Google Analytics risks losing the users’ trust due to gray areas around the likes of privacy and data ownership.