In recent years there have been drastic shifts in the way consumers behave and also how privacy is handled. This has affected many long-standing standards in the industry that make current analytics strategies less effective. Google Analytics is one of the largest consumer information gathering tools on the market today and one that is used by the majority of businesses on the internet and offline. With the current shift in consumer habits, Google has been rushing to find solutions that will help companies get the information they need to stay on trend while also protecting consumer rights.
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