Google Analytics has more than 85% market share, according to numbers reported by W3Techs.com. However, it has not been without its controversy this year, and big changes are coming. As of July 1, 2023, Google's Universal Analytics Platform properties will stop collecting data, and historic data will be deleted six months later. This forthcoming change has users all riled up. CMSWire's CX Decoded caught up with Brian Clifton, co-founder of Verified Data, author and former head of analytics Europe, Middle East Africa for Google to provide perspective on the major changes and how to prepare. Clifton was the first head of Web Analytics for Google in Europe, and he helped launch the original Google Analytics in November of 2005.