Universal Analytics, a platform beloved (or at least tolerated) by marketers, died today (July 1) after 11 years. Google Analytics was born in November 2005 after Urchin was acquired by Google and became a free service. Seven years later, the search engine welcomed Universal Analytics into the world – a service that would go on to revolutionise the digital marketing industry. Rest in peace, Universal Analytics. Universal Analytics: 2012-2023.