What the rollout of Google Analytics 4 means for website investigations

The good news is you can still connect sites together by an analytics ID. But there's bad news, too...

Photo by Ilya Pavlov on Unsplash

In 2011, writer and technologist Andy Baio published an article in Wired that explained how he uncovered the identity of an anonymous blogger.

“The unlucky blogger slipped up and was ratted out by an unlikely source: Google Analytics,” he wrote.

Google Analytics is a free and popular service that measures the audience of an online property. Data from BuiltWith shows it’s currently used by close to 40 million sites.

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