Analytics now counts days in your timezone
Days in Analytics now start at midnight where you are, periods compare full days, and someone who signs in counts once on every device.
If your business isn't on UTC, your days in Analytics probably felt slightly off. Now a day starts at midnight in your project's timezone, and hours and weeks follow it too. You'll find the timezone at the bottom of the period menu. Click it to change it.
We also changed how periods work. Last 7 Days, Last 28 Days and the other "last" periods now end yesterday, so you're always comparing full days. No more scary drop in the morning just because today has only just started. Today, Month to Date and Year to Date still include today.
The period you pick is now part of the page address, so you can send someone a link to exactly what you're looking at. And a brand new project opens on Today, so you see your first visitors right away instead of an empty chart.
Unique visitors now means people. If someone is signed in, they count once, even when they visit from their phone and their laptop.
Bot filtering got stricter too, so more automated traffic stays out of your numbers. If you're curious what got filtered, it's under Bots & crawlers.