Google UA Data Analytics Tool Has Stopped Working

Google UA Data Analytics Tool Has Stopped Working


Sifting through the digital bits and bytes can make or break a business's marketing strategy. Collecting, processing, and analyzing user data is essential for business development, yet it’s surprising how so few organizations opt to collate first-party data - the kind that complies with regulation and is respectful to users. 

Over the years, Google Analytics (UA) has long been the go-to resource for deciphering web activity. But now, with rising concerns about privacy and GDPR infringements, the popular service is under scrutiny. This situation leaves many of us asking, “Which data analytics tool will replace Google Analytics?”

What is Google Analytics (UA)?

Google Analytics (UA) is a popular, free website data analytics tool from Google. It enables users to track and measure the effectiveness of websites, advertising campaigns, potential customers, and user behavior. 

UA, short for Universal Analytics, was introduced in 2012 as the standard version of Google Analytics (GA). However, in October 2020, Google released a new version of GA called Google Analytics 4 (GA4), which includes several new features and improvements.

In March 2021, Google announced that UA would cease operations on July 1, 2023. This means that websites using UA will no longer receive new data after that date and will lose access to the UA user interface and API on July 1, 2024.

the ga data analytics tool officially ceased operations from july 1 2023

Why did Google Analytics (UA) cease operations?

According to Mr. Russell Ketchum, Director of Product Management at Google, "Universal Analytics was built for a generation of online measurement linked to desktop websites, independent sessions, and data tracking focused on Cookies. This measurement method is now obsolete." As a result, Google has phased out UA in favor of a new version called Google Analytics 4 (GA4), which they consider to be more modern, intelligent, and flexible.

However, from 2019 to the present, Google in general, and GA in particular, have faced numerous allegations and hefty fines for violating data protection laws. For instance:

  • In 2019, Google was sued in Australia for deceiving users in order to collect unauthorized data.[1]
  • In 2019, Google was fined $75 million in France for a lack of transparency and clarity in data collection for personalized advertising.[2]
  • In 2020, Google was sued in the United States for using GA to collect user data even in anonymous mode.[3]
  • In 2021, Italy accused Google of failing to provide users with adequate information about the collection and use of their personal data when registering an account or using Google services.[4]
  • In 2022, South Korea fined Google for illegally collecting personal user information and using it for personalized online advertising and other purposes.[5]
  • In early July 2023, some companies in Sweden were banned from using Google Analytics for violating GDPR when transferring data from websites and apps to the US.

GDPR (General Data Protection Regulation) is a law designed to protect users' privacy and anonymity in their shared data on the Internet. Any company that collects personal user data from individuals residing in the European Union (EU) must comply with this law or face significant financial penalties.

Similarly, according to the Personal Data Protection Decree (13/2023/N-CP), businesses in Vietnam are only permitted to collect and process data with the explicit consent of users. Violations can result in financial penalties or even criminal charges.

Globally, many organizations and countries oppose Google's data collection practices. They believe Google has failed to meet the minimum requirements for data processing, which include transparency, clarity, and respect for users' privacy rights.

A Website Data Analytics Tool To Replace Google Analytics

In the current situation, where Google Analytics is no longer functioning due to concerns about the protection of user personal information, finding a suitable alternative data analytics tool is a critical step to ensure that businesses can monitor and analyze their websites safely and effectively.

AesirX Analytics is a pioneering data analytics tool in terms of protecting personal data and privacy. It is created and implemented by R Digital, a leading provider of privacy-centric solutions for marketing compliance. 

Unlike traditional tools, AesirX Analytics does not collect or use personal information. This tool analyzes only customer behavioral and real-time data (such as web browsing behavior, interaction data, purchase data, and searches). This information will produce more accurate results in terms of user preferences, habits, and needs.

AesirX Analytics not only provides efficient analytical capabilities, but it also enables businesses to grant data ownership to their customers through the 'Decentralized Consent' mode, which provides advanced anonymous features and privacy rights for users.

This AesirX Analytics feature makes use of Zero Knowledge Proofs, an encryption technology that allows private transactions to be verified without revealing any information about the transaction itself. This allows users of AesirX Analytics-integrated websites to browse freely without fear of unauthorized disclosure or collection of personal information.

AesirX Analytics' decentralized consent mode offers four levels of agreement to allow data collection based on customer preferences in order to personalize their experience.

  • Level 1: Allows the website to collect data for a single 30-minute session.
  • Level 2: Uses the AesirX Shield of Privacy identity management account to provide consent for data collection across multiple sessions.
  • Level 3: Uses the Web3 wallet to grant or revoke consent at any time.
  • Level 4: Combines Web3 wallet and AesirX Shield of Privacy account for the most personalization and data protection. Managing consent in the most thorough and detailed manner possible.

Businesses that use the AesirX data analytics tool can ensure compliance with data protection regulations, reduce the risk of data leaks, and avoid sharing data with third parties. Furthermore, businesses can improve the customer experience through better personalization, protect their privacy rights, and build trust and credibility for their website.

aesirx analytics is a data analytics tool that respects users privacy

Protecting Website Visitors' Personal Information

Protecting customer information is not only the business's responsibility, but it is also a legal requirement outlined in legal regulations such as the European Union's General Data Protection Regulation (GDPR), the United States' California Consumer Privacy Act (CCPA), and Vietnam's Government Decree No. 13/2023/ND-CP.

Safeguarding website visitors' data is critical for online businesses in building trust and customer loyalty. Businesses should select a data analytics tool that not only provides useful insights but also respects privacy rights and follows data protection regulations. AesirX Analytics is a prime example of a modern, secure, and innovative data analytics tool for websites.

Contact R Digital with questions about AesirX Analytics, or try the free
version at

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