Google acquired Urchin Software Corp. in April 2005.[2] Google's service was developed from Urchin on Demand. The system also brings ideas from Adaptive Path, whose product, Measure Map, was acquired and used in the redesign of Google Analytics in 2006.[14] Google continued to sell the standalone, installable Urchin WebAnalytics Software through a network of value-added resellers until discontinuation on March 28, 2012.[15][16] The Google-branded version was rolled out in November 2005 to anyone who wished to sign up. However, due to extremely high demand for the service, new sign-ups were suspended only a week later. As capacity was added to the system, Google began using a lottery-type invitation-code model. Before August 2006, Google was sending out batches of invitation codes as server availability permitted; since mid-August 2006 the service has been fully available to all users – whether they use Google for advertising or not.[17]

The newer version of Google Analytics tracking code is known as the asynchronous tracking code,[18] which Google claims is significantly more sensitive and accurate, and is able to track even very short activities on the website. The previous version delayed page loading, and so, for performance reasons, it was generally placed just before the </body> body close HTML tag. The new code can be placed between the <head>...</head> HTML head tags because, once triggered, it runs in parallel with page loading.[19] In April 2011 Google announced the availability of a new version of Google Analytics featuring multiple dashboards, more custom report options, and a new interface design.[20] This version was later updated with some other features such as real-time analytics and goal flow charts.[10][21]

In October 2012 another new version of Google Analytics was announced, called Universal Analytics.[22] The key differences from the previous versions were: cross-platform tracking, flexible tracking code to collect data from any device, and the introduction of custom dimensions and custom metrics.[23]

In March 2016, Google released Google Analytics 360, which is a software suite that provides analytics on return on investment and other marketing indicators. Google Analytics 360 includes five main products: Analytics, Tag Manager, Optimize, Data Studio, Surveys, Attribution, and Audience Center.[24]

In October 2017 a new version of Google Analytics was announced, called Global Site Tag. Its stated purpose was to unify the tagging system to simplify implementation.[25]

In June 2018, Google introduced Google Marketing Platform, an online advertisement and analytics brand.[26] It consists of two former brands of Google, DoubleClick Digital Marketing and Google Analytics 360.[27]