Google Analytics periodically rolls out new tracking code. To date, the updates have supported:
- Improved data collection methods, such as asynchronous tracking, which was included in a 2009 update. The “ga.js” tag could be placed at the top of all pages. It improved not only tracking but also load speed.
- Enhanced data collection, such as Universal Analytics, which was rolled out in 2013. The “analytics.js” tag supported cross-device tracking, advanced segments, and custom dimensions and metrics.
- Multiple products in Google Marketing Platform, such as the Global Site Tag — “gtag.js” — which represents the most recent tag. Global Site Tag was launched in 2017.
The updates present a challenge to ensure the latest tags are installed. They also present an opportunity: getting robust data and reports that help drive your business. – read more