diff --git a/.env.sample b/.env.sample
index 2981832f..925c71ee 100644
--- a/.env.sample
+++ b/.env.sample
@@ -22,9 +22,6 @@ PUBLIC_API_URL=https://dev-api.cofacts.tw
 # Google tag manager ID GTM-XXXXX
 PUBLIC_GTM_ID=
 
-# Google analytics tracking ID UA-XXXXXXXX-X, pass through to dataLayer as GA_TRACKING_ID
-PUBLIC_GA_TRACKING_ID=
-
 # ------
 # Build-time config that does not vary across docker images.
 # All of them must be passed as build arg in Dockerfile, so that Webpack Define plugin can replace
diff --git a/README.md b/README.md
index 81c030d2..8f6b66a3 100644
--- a/README.md
+++ b/README.md
@@ -69,11 +69,8 @@ Storybook will be available under /storybook/index.html after build.
 
 This project supports Google Tag Manager. You can prepare the following setup in `.env` file:
 - `PUBLIC_GTM_ID`: Google Tag Manager Container ID (`GTM-XXXXXXX`)
-- `PUBLIC_GA_TRACKING_ID`: Google analytics trakcing ID (`UA-XXXXXXXX-X`). `rumors-site` will *not*
-  load Google analytics itself; instead, it will push `GA_TRACKING_ID` to `dataLayer`, and it is your
-  responsibility to pick it up as a Data Layer Variable and setup Google Analytics in Google Tag Manager.
 
-The application will fire the following custom events:
+The application will fire the following custom events in GTM `dataLayer`:
 
 - `routeChangeStart` - when next-router starts route change
 - `routeChangeComplete` - when next-router finish route change
@@ -81,8 +78,8 @@ The application will fire the following custom events:
 
 Also, it will push the following custom variable to `dataLayer`;
 
-- `GA_TRACKING_ID` - see `PUBLIC_GA_TRACKING_ID`
 - `CURRENT_USER` - Current user object, set by `useCurrentUser`.
+- `doc` - Set when `dataLoaded` event fires. The loaded content itself in object, including its `__typename`.
 
 Lastly, in Google Tag Manager we use `data-ga` property to track clicks.
 If user clicks a decendant of an React element with `data-ga` property,
diff --git a/lib/gtm.ts b/lib/gtm.ts
index a4fc8142..1627e31c 100644
--- a/lib/gtm.ts
+++ b/lib/gtm.ts
@@ -1,4 +1,4 @@
-import { useEffect } from 'react';
+import { useEffect, useRef } from 'react';
 
 /**
  * Google tag manager related utility functions
@@ -16,12 +16,15 @@ export function pushToDataLayer(...args: unknown[]) {
 
 /**
  * @param trigger - trigger useEffect() after trigger turns truthy
- * @param args - data to send to pushDataLayer on trigger change
+ * @param args - data to send to pushDataLayer on trigger change. It's sent only once.
+ *               Changes to args afterwards does not trigger push anymore.
  */
-export function usePushToDataLayer(trigger: unknown, args: object) {
+export function usePushToDataLayerOnce(trigger: unknown, args: object) {
+  const triggeredRef = useRef(false);
   const dontTrigger = !trigger;
   useEffect(() => {
-    if (dontTrigger) return;
+    if (dontTrigger || triggeredRef.current) return;
+    triggeredRef.current = true;
     pushToDataLayer(args);
   }, [dontTrigger, args]);
 }
diff --git a/package-lock.json b/package-lock.json
index c83a63d6..3c9c18b8 100644
--- a/package-lock.json
+++ b/package-lock.json
@@ -42,8 +42,7 @@
         "react-spring": "^8.0.27",
         "react-virtualized-auto-sizer": "^1.0.2",
         "rollbar": "^2.14.4",
-        "ttag": "^1.7.22",
-        "universal-analytics": "^0.4.23"
+        "ttag": "^1.7.22"
       },
       "devDependencies": {
         "@apollo/react-testing": "^3.0.1",
@@ -9810,14 +9809,6 @@
       "integrity": "sha512-BSHWgDSAiKs50o2Re8ppvp3seVHXSRM44cdSsT9FfNEUUZLOGWVCsiWaRPWM1Znn+mqZ1OfVZ3z3DWEzSp7hRA==",
       "dev": true
     },
-    "node_modules/asn1": {
-      "version": "0.2.6",
-      "resolved": "https://registry.npmjs.org/asn1/-/asn1-0.2.6.tgz",
-      "integrity": "sha512-ix/FxPn0MDjeyJ7i/yoHGFt/EX6LyNbxSEhPPXODPL+KB0VPk86UYfL0lMdy+KCnv+fmvIzySwaK5COwqVbWTQ==",
-      "dependencies": {
-        "safer-buffer": "~2.1.0"
-      }
-    },
     "node_modules/asn1.js": {
       "version": "5.4.1",
       "resolved": "https://registry.npmjs.org/asn1.js/-/asn1.js-5.4.1.tgz",
@@ -9862,14 +9853,6 @@
         "util": "0.10.3"
       }
     },
-    "node_modules/assert-plus": {
-      "version": "1.0.0",
-      "resolved": "https://registry.npmjs.org/assert-plus/-/assert-plus-1.0.0.tgz",
-      "integrity": "sha1-8S4PPF13sLHN2RRpQuTpbB5N1SU=",
-      "engines": {
-        "node": ">=0.8"
-      }
-    },
     "node_modules/assign-symbols": {
       "version": "1.0.0",
       "resolved": "https://registry.npmjs.org/assign-symbols/-/assign-symbols-1.0.0.tgz",
@@ -9938,7 +9921,8 @@
     "node_modules/asynckit": {
       "version": "0.4.0",
       "resolved": "https://registry.npmjs.org/asynckit/-/asynckit-0.4.0.tgz",
-      "integrity": "sha1-x57Zf380y48robyXkLzDZkdLS3k="
+      "integrity": "sha1-x57Zf380y48robyXkLzDZkdLS3k=",
+      "dev": true
     },
     "node_modules/at-least-node": {
       "version": "1.0.0",
@@ -9994,19 +9978,6 @@
         "url": "https://tidelift.com/funding/github/npm/autoprefixer"
       }
     },
-    "node_modules/aws-sign2": {
-      "version": "0.7.0",
-      "resolved": "https://registry.npmjs.org/aws-sign2/-/aws-sign2-0.7.0.tgz",
-      "integrity": "sha1-tG6JCTSpWR8tL2+G1+ap8bP+dqg=",
-      "engines": {
-        "node": "*"
-      }
-    },
-    "node_modules/aws4": {
-      "version": "1.11.0",
-      "resolved": "https://registry.npmjs.org/aws4/-/aws4-1.11.0.tgz",
-      "integrity": "sha512-xh1Rl34h6Fi1DC2WWKfxUTVqRsNnr6LsKz2+hfwDxQJWmrx8+c7ylaqBMcHfl1U1r2dsifOvKX3LQuLNZ+XSvA=="
-    },
     "node_modules/axios": {
       "version": "0.21.4",
       "resolved": "https://registry.npmjs.org/axios/-/axios-0.21.4.tgz",
@@ -10732,14 +10703,6 @@
       "integrity": "sha1-dclcMrdI4IUNEMKxaPa9vpiRrOg=",
       "dev": true
     },
-    "node_modules/bcrypt-pbkdf": {
-      "version": "1.0.2",
-      "resolved": "https://registry.npmjs.org/bcrypt-pbkdf/-/bcrypt-pbkdf-1.0.2.tgz",
-      "integrity": "sha1-pDAdOJtqQ/m2f/PKEaP2Y342Dp4=",
-      "dependencies": {
-        "tweetnacl": "^0.14.3"
-      }
-    },
     "node_modules/better-opn": {
       "version": "2.1.1",
       "resolved": "https://registry.npmjs.org/better-opn/-/better-opn-2.1.1.tgz",
@@ -11430,11 +11393,6 @@
         "node": ">=4"
       }
     },
-    "node_modules/caseless": {
-      "version": "0.12.0",
-      "resolved": "https://registry.npmjs.org/caseless/-/caseless-0.12.0.tgz",
-      "integrity": "sha1-G2gcIf+EAzyCZUMJBolCDRhxUdw="
-    },
     "node_modules/ccount": {
       "version": "1.1.0",
       "resolved": "https://registry.npmjs.org/ccount/-/ccount-1.1.0.tgz",
@@ -12069,6 +12027,7 @@
       "version": "1.0.8",
       "resolved": "https://registry.npmjs.org/combined-stream/-/combined-stream-1.0.8.tgz",
       "integrity": "sha512-FQN4MRfuJeHf7cBbBMJFXhKSDq+2kAArBlmRBvcvFE5BB1HZKXtSFASDhdlz9zOYwxh8lDdnvmMOe/+5cdoEdg==",
+      "dev": true,
       "dependencies": {
         "delayed-stream": "~1.0.0"
       },
@@ -13438,17 +13397,6 @@
         "d3-transition": "1"
       }
     },
-    "node_modules/dashdash": {
-      "version": "1.14.1",
-      "resolved": "https://registry.npmjs.org/dashdash/-/dashdash-1.14.1.tgz",
-      "integrity": "sha1-hTz6D3y+L+1d4gMmuN1YEDX24vA=",
-      "dependencies": {
-        "assert-plus": "^1.0.0"
-      },
-      "engines": {
-        "node": ">=0.10"
-      }
-    },
     "node_modules/data-uri-to-buffer": {
       "version": "3.0.0",
       "resolved": "https://registry.npmjs.org/data-uri-to-buffer/-/data-uri-to-buffer-3.0.0.tgz",
@@ -13641,6 +13589,7 @@
       "version": "1.0.0",
       "resolved": "https://registry.npmjs.org/delayed-stream/-/delayed-stream-1.0.0.tgz",
       "integrity": "sha1-3zrhmayt+31ECqrgsp4icrJOxhk=",
+      "dev": true,
       "engines": {
         "node": ">=0.4.0"
       }
@@ -14005,15 +13954,6 @@
         "safe-buffer": "~5.1.0"
       }
     },
-    "node_modules/ecc-jsbn": {
-      "version": "0.1.2",
-      "resolved": "https://registry.npmjs.org/ecc-jsbn/-/ecc-jsbn-0.1.2.tgz",
-      "integrity": "sha1-OoOpBOVDUyh4dMVkt1SThoSamMk=",
-      "dependencies": {
-        "jsbn": "~0.1.0",
-        "safer-buffer": "^2.1.0"
-      }
-    },
     "node_modules/ecdsa-sig-formatter": {
       "version": "1.0.11",
       "resolved": "https://registry.npmjs.org/ecdsa-sig-formatter/-/ecdsa-sig-formatter-1.0.11.tgz",
@@ -15640,7 +15580,8 @@
     "node_modules/extend": {
       "version": "3.0.2",
       "resolved": "https://registry.npmjs.org/extend/-/extend-3.0.2.tgz",
-      "integrity": "sha512-fjquC59cD7CyW6urNXK0FBufkZcoiGG80wTuPujX590cB5Ttln20E2UB4S/WARVqhXffZl2LNgS+gQdPIIim/g=="
+      "integrity": "sha512-fjquC59cD7CyW6urNXK0FBufkZcoiGG80wTuPujX590cB5Ttln20E2UB4S/WARVqhXffZl2LNgS+gQdPIIim/g==",
+      "dev": true
     },
     "node_modules/extend-shallow": {
       "version": "3.0.2",
@@ -15728,14 +15669,6 @@
         "url": "https://github.com/sponsors/jaydenseric"
       }
     },
-    "node_modules/extsprintf": {
-      "version": "1.3.0",
-      "resolved": "https://registry.npmjs.org/extsprintf/-/extsprintf-1.3.0.tgz",
-      "integrity": "sha1-lpGEQOMEGnpBT4xS48V06zw+HgU=",
-      "engines": [
-        "node >=0.6.0"
-      ]
-    },
     "node_modules/fast-deep-equal": {
       "version": "3.1.3",
       "resolved": "https://registry.npmjs.org/fast-deep-equal/-/fast-deep-equal-3.1.3.tgz",
@@ -16252,14 +16185,6 @@
         "node": ">=8.0.0"
       }
     },
-    "node_modules/forever-agent": {
-      "version": "0.6.1",
-      "resolved": "https://registry.npmjs.org/forever-agent/-/forever-agent-0.6.1.tgz",
-      "integrity": "sha1-+8cfDEGt6zf5bFd60e1C2P2sypE=",
-      "engines": {
-        "node": "*"
-      }
-    },
     "node_modules/fork-ts-checker-webpack-plugin": {
       "version": "6.5.2",
       "resolved": "https://registry.npmjs.org/fork-ts-checker-webpack-plugin/-/fork-ts-checker-webpack-plugin-6.5.2.tgz",
@@ -16837,14 +16762,6 @@
         "node": ">=0.10.0"
       }
     },
-    "node_modules/getpass": {
-      "version": "0.1.7",
-      "resolved": "https://registry.npmjs.org/getpass/-/getpass-0.1.7.tgz",
-      "integrity": "sha1-Xv+OPmhNVprkyysSgmBOi6YhSfo=",
-      "dependencies": {
-        "assert-plus": "^1.0.0"
-      }
-    },
     "node_modules/gettext-parser": {
       "version": "4.0.0-alpha.0",
       "resolved": "https://registry.npmjs.org/gettext-parser/-/gettext-parser-4.0.0-alpha.0.tgz",
@@ -17168,27 +17085,6 @@
         "node": ">=0.10.0"
       }
     },
-    "node_modules/har-schema": {
-      "version": "2.0.0",
-      "resolved": "https://registry.npmjs.org/har-schema/-/har-schema-2.0.0.tgz",
-      "integrity": "sha1-qUwiJOvKwEeCoNkDVSHyRzW37JI=",
-      "engines": {
-        "node": ">=4"
-      }
-    },
-    "node_modules/har-validator": {
-      "version": "5.1.5",
-      "resolved": "https://registry.npmjs.org/har-validator/-/har-validator-5.1.5.tgz",
-      "integrity": "sha512-nmT2T0lljbxdQZfspsno9hgrG3Uir6Ks5afism62poxqBM6sDnMEuPmzTq8XN0OEwqKLLdh1jQI3qyE66Nzb3w==",
-      "deprecated": "this library is no longer supported",
-      "dependencies": {
-        "ajv": "^6.12.3",
-        "har-schema": "^2.0.0"
-      },
-      "engines": {
-        "node": ">=6"
-      }
-    },
     "node_modules/has": {
       "version": "1.0.3",
       "resolved": "https://registry.npmjs.org/has/-/has-1.0.3.tgz",
@@ -17791,20 +17687,6 @@
         "node": ">= 6"
       }
     },
-    "node_modules/http-signature": {
-      "version": "1.2.0",
-      "resolved": "https://registry.npmjs.org/http-signature/-/http-signature-1.2.0.tgz",
-      "integrity": "sha1-muzZJRFHcvPZW2WmCruPfBj7rOE=",
-      "dependencies": {
-        "assert-plus": "^1.0.0",
-        "jsprim": "^1.2.2",
-        "sshpk": "^1.7.0"
-      },
-      "engines": {
-        "node": ">=0.8",
-        "npm": ">=1.3.7"
-      }
-    },
     "node_modules/https-browserify": {
       "version": "1.0.0",
       "resolved": "https://registry.npmjs.org/https-browserify/-/https-browserify-1.0.0.tgz",
@@ -18842,7 +18724,8 @@
     "node_modules/is-typedarray": {
       "version": "1.0.0",
       "resolved": "https://registry.npmjs.org/is-typedarray/-/is-typedarray-1.0.0.tgz",
-      "integrity": "sha1-5HnICFjfDBsR3dppQPlgEfzaSpo="
+      "integrity": "sha1-5HnICFjfDBsR3dppQPlgEfzaSpo=",
+      "dev": true
     },
     "node_modules/is-unc-path": {
       "version": "1.0.0",
@@ -18989,11 +18872,6 @@
         "ws": "*"
       }
     },
-    "node_modules/isstream": {
-      "version": "0.1.2",
-      "resolved": "https://registry.npmjs.org/isstream/-/isstream-0.1.2.tgz",
-      "integrity": "sha1-R+Y/evVa+m+S4VAOaQ64uFKcCZo="
-    },
     "node_modules/istanbul-lib-coverage": {
       "version": "3.2.0",
       "resolved": "https://registry.npmjs.org/istanbul-lib-coverage/-/istanbul-lib-coverage-3.2.0.tgz",
@@ -21627,11 +21505,6 @@
         "js-yaml": "bin/js-yaml.js"
       }
     },
-    "node_modules/jsbn": {
-      "version": "0.1.1",
-      "resolved": "https://registry.npmjs.org/jsbn/-/jsbn-0.1.1.tgz",
-      "integrity": "sha1-peZUwuWi3rXyAdls77yoDA7y9RM="
-    },
     "node_modules/jsesc": {
       "version": "2.5.2",
       "resolved": "https://registry.npmjs.org/jsesc/-/jsesc-2.5.2.tgz",
@@ -21654,11 +21527,6 @@
       "integrity": "sha512-xyFwyhro/JEof6Ghe2iz2NcXoj2sloNsWr/XsERDK/oiPCfaNhl5ONfp+jQdAZRQQ0IJWNzH9zIZF7li91kh2w==",
       "dev": true
     },
-    "node_modules/json-schema": {
-      "version": "0.4.0",
-      "resolved": "https://registry.npmjs.org/json-schema/-/json-schema-0.4.0.tgz",
-      "integrity": "sha512-es94M3nTIfsEPisRafak+HDLfHXnKBhV3vU5eqPcS3flIWqcxJWgXHXiey3YrpaNsanY5ei1VoYEbOzijuq9BA=="
-    },
     "node_modules/json-schema-traverse": {
       "version": "0.4.1",
       "resolved": "https://registry.npmjs.org/json-schema-traverse/-/json-schema-traverse-0.4.1.tgz",
@@ -21777,20 +21645,6 @@
         "node": ">=10"
       }
     },
-    "node_modules/jsprim": {
-      "version": "1.4.2",
-      "resolved": "https://registry.npmjs.org/jsprim/-/jsprim-1.4.2.tgz",
-      "integrity": "sha512-P2bSOMAc/ciLz6DzgjVlGJP9+BrJWu5UDGK70C2iweC5QBIeFf0ZXRvGjEj2uYgrY2MkAAhsSWHDWlFtEroZWw==",
-      "dependencies": {
-        "assert-plus": "1.0.0",
-        "extsprintf": "1.3.0",
-        "json-schema": "0.4.0",
-        "verror": "1.10.0"
-      },
-      "engines": {
-        "node": ">=0.6.0"
-      }
-    },
     "node_modules/jss": {
       "version": "10.9.0",
       "resolved": "https://registry.npmjs.org/jss/-/jss-10.9.0.tgz",
@@ -25131,14 +24985,6 @@
       "integrity": "sha512-h2AatdwYH+JHiZpv7pt/gSX1XoRGb7L/qSIeuqA6GwYoF9w1vP1cw42TO0aI2pNyshRK5893hNSl+1//vHK7hQ==",
       "dev": true
     },
-    "node_modules/oauth-sign": {
-      "version": "0.9.0",
-      "resolved": "https://registry.npmjs.org/oauth-sign/-/oauth-sign-0.9.0.tgz",
-      "integrity": "sha512-fexhUFFPTGV8ybAtSIGbV6gOkSv8UtRbDBnAyLQw4QPKkgNlsH2ByPGtMUqdWkos6YCRmAqViwgZrJc/mRDzZQ==",
-      "engines": {
-        "node": "*"
-      }
-    },
     "node_modules/object-assign": {
       "version": "4.1.1",
       "resolved": "https://registry.npmjs.org/object-assign/-/object-assign-4.1.1.tgz",
@@ -26037,7 +25883,8 @@
     "node_modules/performance-now": {
       "version": "2.1.0",
       "resolved": "https://registry.npmjs.org/performance-now/-/performance-now-2.1.0.tgz",
-      "integrity": "sha1-Ywn04OX6kT7BxpMHrjZLSzd8nns="
+      "integrity": "sha1-Ywn04OX6kT7BxpMHrjZLSzd8nns=",
+      "dev": true
     },
     "node_modules/picocolors": {
       "version": "0.2.1",
@@ -26872,7 +26719,8 @@
     "node_modules/psl": {
       "version": "1.8.0",
       "resolved": "https://registry.npmjs.org/psl/-/psl-1.8.0.tgz",
-      "integrity": "sha512-RIdOzyoavK+hA18OGGWDqUTsCLhtA7IcZ/6NCs4fFJaHBDab+pDDmDIByWFRQJq2Cd7r1OoQxBGKOaztq+hjIQ=="
+      "integrity": "sha512-RIdOzyoavK+hA18OGGWDqUTsCLhtA7IcZ/6NCs4fFJaHBDab+pDDmDIByWFRQJq2Cd7r1OoQxBGKOaztq+hjIQ==",
+      "dev": true
     },
     "node_modules/public-encrypt": {
       "version": "4.0.3",
@@ -28014,37 +27862,6 @@
         "node": ">=0.10"
       }
     },
-    "node_modules/request": {
-      "version": "2.88.2",
-      "resolved": "https://registry.npmjs.org/request/-/request-2.88.2.tgz",
-      "integrity": "sha512-MsvtOrfG9ZcrOwAW+Qi+F6HbD0CWXEh9ou77uOb7FM2WPhwT7smM833PzanhJLsgXjN89Ir6V2PczXNnMpwKhw==",
-      "deprecated": "request has been deprecated, see https://github.com/request/request/issues/3142",
-      "dependencies": {
-        "aws-sign2": "~0.7.0",
-        "aws4": "^1.8.0",
-        "caseless": "~0.12.0",
-        "combined-stream": "~1.0.6",
-        "extend": "~3.0.2",
-        "forever-agent": "~0.6.1",
-        "form-data": "~2.3.2",
-        "har-validator": "~5.1.3",
-        "http-signature": "~1.2.0",
-        "is-typedarray": "~1.0.0",
-        "isstream": "~0.1.2",
-        "json-stringify-safe": "~5.0.1",
-        "mime-types": "~2.1.19",
-        "oauth-sign": "~0.9.0",
-        "performance-now": "^2.1.0",
-        "qs": "~6.5.2",
-        "safe-buffer": "^5.1.2",
-        "tough-cookie": "~2.5.0",
-        "tunnel-agent": "^0.6.0",
-        "uuid": "^3.3.2"
-      },
-      "engines": {
-        "node": ">= 6"
-      }
-    },
     "node_modules/request-ip": {
       "version": "2.0.2",
       "resolved": "https://registry.npmjs.org/request-ip/-/request-ip-2.0.2.tgz",
@@ -28053,27 +27870,6 @@
         "is_js": "^0.9.0"
       }
     },
-    "node_modules/request/node_modules/form-data": {
-      "version": "2.3.3",
-      "resolved": "https://registry.npmjs.org/form-data/-/form-data-2.3.3.tgz",
-      "integrity": "sha512-1lLKB2Mu3aGP1Q/2eCOx0fNbRMe7XdwktwOruhfqqd0rIJWwN4Dh+E3hrPSlDCXnSR7UtZ1N38rVXm+6+MEhJQ==",
-      "dependencies": {
-        "asynckit": "^0.4.0",
-        "combined-stream": "^1.0.6",
-        "mime-types": "^2.1.12"
-      },
-      "engines": {
-        "node": ">= 0.12"
-      }
-    },
-    "node_modules/request/node_modules/qs": {
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-        "har-validator": "~5.1.3",
-        "http-signature": "~1.2.0",
-        "is-typedarray": "~1.0.0",
-        "isstream": "~0.1.2",
-        "json-stringify-safe": "~5.0.1",
-        "mime-types": "~2.1.19",
-        "oauth-sign": "~0.9.0",
-        "performance-now": "^2.1.0",
-        "qs": "~6.5.2",
-        "safe-buffer": "^5.1.2",
-        "tough-cookie": "~2.5.0",
-        "tunnel-agent": "^0.6.0",
-        "uuid": "^3.3.2"
-      },
-      "dependencies": {
-        "form-data": {
-          "version": "2.3.3",
-          "resolved": "https://registry.npmjs.org/form-data/-/form-data-2.3.3.tgz",
-          "integrity": "sha512-1lLKB2Mu3aGP1Q/2eCOx0fNbRMe7XdwktwOruhfqqd0rIJWwN4Dh+E3hrPSlDCXnSR7UtZ1N38rVXm+6+MEhJQ==",
-          "requires": {
-            "asynckit": "^0.4.0",
-            "combined-stream": "^1.0.6",
-            "mime-types": "^2.1.12"
-          }
-        },
-        "qs": {
-          "version": "6.5.3",
-          "resolved": "https://registry.npmjs.org/qs/-/qs-6.5.3.tgz",
-          "integrity": "sha512-qxXIEh4pCGfHICj1mAJQ2/2XVZkjCDTcEgfoSQxc/fYivUZxTkk7L3bDBJSoNrEzXI17oUO5Dp07ktqE5KzczA=="
-        }
-      }
-    },
     "request-ip": {
       "version": "2.0.2",
       "resolved": "https://registry.npmjs.org/request-ip/-/request-ip-2.0.2.tgz",
@@ -56661,22 +56219,6 @@
       "resolved": "https://registry.npmjs.org/sprintf-js/-/sprintf-js-1.0.3.tgz",
       "integrity": "sha1-BOaSb2YolTVPPdAVIDYzuFcpfiw="
     },
-    "sshpk": {
-      "version": "1.17.0",
-      "resolved": "https://registry.npmjs.org/sshpk/-/sshpk-1.17.0.tgz",
-      "integrity": "sha512-/9HIEs1ZXGhSPE8X6Ccm7Nam1z8KcoCqPdI7ecm1N33EzAetWahvQWVqLZtaZQ+IDKX4IyA2o0gBzqIMkAagHQ==",
-      "requires": {
-        "asn1": "~0.2.3",
-        "assert-plus": "^1.0.0",
-        "bcrypt-pbkdf": "^1.0.0",
-        "dashdash": "^1.12.0",
-        "ecc-jsbn": "~0.1.1",
-        "getpass": "^0.1.1",
-        "jsbn": "~0.1.0",
-        "safer-buffer": "^2.0.2",
-        "tweetnacl": "~0.14.0"
-      }
-    },
     "ssri": {
       "version": "8.0.1",
       "resolved": "https://registry.npmjs.org/ssri/-/ssri-8.0.1.tgz",
@@ -57692,15 +57234,6 @@
       "resolved": "https://registry.npmjs.org/toidentifier/-/toidentifier-1.0.1.tgz",
       "integrity": "sha512-o5sSPKEkg/DIQNmH43V0/uerLrpzVedkUh8tGNvaeXpfpuwjKenlSox/2O/BTlZUtEe+JG7s5YhEz608PlAHRA=="
     },
-    "tough-cookie": {
-      "version": "2.5.0",
-      "resolved": "https://registry.npmjs.org/tough-cookie/-/tough-cookie-2.5.0.tgz",
-      "integrity": "sha512-nlLsUzgm1kfLXSXfRZMc1KLAugd4hqJHDTvc2hDIwS3mZAfMEuMbc03SujMF+GEcpaX/qboeycw6iO8JwVv2+g==",
-      "requires": {
-        "psl": "^1.1.28",
-        "punycode": "^2.1.1"
-      }
-    },
     "tr46": {
       "version": "0.0.3",
       "resolved": "https://registry.npmjs.org/tr46/-/tr46-0.0.3.tgz",
@@ -58014,24 +57547,11 @@
       "resolved": "https://registry.npmjs.org/tty-browserify/-/tty-browserify-0.0.0.tgz",
       "integrity": "sha1-oVe6QC2iTpv5V/mqadUk7tQpAaY="
     },
-    "tunnel-agent": {
-      "version": "0.6.0",
-      "resolved": "https://registry.npmjs.org/tunnel-agent/-/tunnel-agent-0.6.0.tgz",
-      "integrity": "sha1-J6XeoGs2sEoKmWZ3SykIaPD8QP0=",
-      "requires": {
-        "safe-buffer": "^5.0.1"
-      }
-    },
     "tv4": {
       "version": "1.3.0",
       "resolved": "https://registry.npmjs.org/tv4/-/tv4-1.3.0.tgz",
       "integrity": "sha1-0CDIRvrdUMhVq7JeuuzGj8EPeWM="
     },
-    "tweetnacl": {
-      "version": "0.14.5",
-      "resolved": "https://registry.npmjs.org/tweetnacl/-/tweetnacl-0.14.5.tgz",
-      "integrity": "sha1-WuaBd/GS1EViadEIr6k/+HQ/T2Q="
-    },
     "type": {
       "version": "1.2.0",
       "resolved": "https://registry.npmjs.org/type/-/type-1.2.0.tgz",
@@ -58287,16 +57807,6 @@
         "unist-util-is": "^4.0.0"
       }
     },
-    "universal-analytics": {
-      "version": "0.4.23",
-      "resolved": "https://registry.npmjs.org/universal-analytics/-/universal-analytics-0.4.23.tgz",
-      "integrity": "sha512-lgMIH7XBI6OgYn1woDEmxhGdj8yDefMKg7GkWdeATAlQZFrMrNyxSkpDzY57iY0/6fdlzTbBV03OawvvzG+q7A==",
-      "requires": {
-        "debug": "^4.1.1",
-        "request": "^2.88.2",
-        "uuid": "^3.0.0"
-      }
-    },
     "universalify": {
       "version": "2.0.0",
       "resolved": "https://registry.npmjs.org/universalify/-/universalify-2.0.0.tgz",
@@ -58653,16 +58163,6 @@
       "integrity": "sha1-IpnwLG3tMNSllhsLn3RSShj2NPw=",
       "dev": true
     },
-    "verror": {
-      "version": "1.10.0",
-      "resolved": "https://registry.npmjs.org/verror/-/verror-1.10.0.tgz",
-      "integrity": "sha1-OhBcoXBTr1XW4nDB+CiGguGNpAA=",
-      "requires": {
-        "assert-plus": "^1.0.0",
-        "core-util-is": "1.0.2",
-        "extsprintf": "^1.2.0"
-      }
-    },
     "vfile": {
       "version": "4.2.1",
       "resolved": "https://registry.npmjs.org/vfile/-/vfile-4.2.1.tgz",
diff --git a/package.json b/package.json
index 8ebc23e0..a5e8f57f 100644
--- a/package.json
+++ b/package.json
@@ -54,8 +54,7 @@
     "react-spring": "^8.0.27",
     "react-virtualized-auto-sizer": "^1.0.2",
     "rollbar": "^2.14.4",
-    "ttag": "^1.7.22",
-    "universal-analytics": "^0.4.23"
+    "ttag": "^1.7.22"
   },
   "devDependencies": {
     "@apollo/react-testing": "^3.0.1",
diff --git a/pages/_document.js b/pages/_document.js
index 9a4611b8..dc5165ca 100644
--- a/pages/_document.js
+++ b/pages/_document.js
@@ -11,7 +11,6 @@ const LANG = (process.env.LOCALE || 'en').replace('_', '-');
 const {
   publicRuntimeConfig: {
     PUBLIC_GTM_ID,
-    PUBLIC_GA_TRACKING_ID,
     PUBLIC_ROLLBAR_TOKEN,
     PUBLIC_ROLLBAR_ENV,
   } = {},
@@ -46,7 +45,6 @@ class MyDocument extends Document {
             dangerouslySetInnerHTML={{
               __html: `
                 window.dataLayer = window.dataLayer || [];
-                dataLayer.push({GA_TRACKING_ID: '${PUBLIC_GA_TRACKING_ID}'});
 
                 (function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':
                 new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],
diff --git a/pages/api/articles/[feed].js b/pages/api/articles/[feed].js
index 607863c1..617e5da0 100644
--- a/pages/api/articles/[feed].js
+++ b/pages/api/articles/[feed].js
@@ -10,12 +10,11 @@ import { config } from 'lib/apollo';
 import rollbar from 'lib/rollbar';
 import { TYPE_NAME } from 'constants/replyType';
 import JsonUrl from 'json-url';
-import ua from 'universal-analytics';
 
 const TITLE_LENGTH = 40;
 const AVAILABLE_FEEDS = ['rss2', 'atom1', 'json1'];
 const {
-  publicRuntimeConfig: { PUBLIC_URL, PUBLIC_GA_TRACKING_ID },
+  publicRuntimeConfig: { PUBLIC_URL },
 } = getConfig();
 
 // This should match article "time" fields in ListArticleOrderBy
@@ -185,16 +184,6 @@ async function articleFeedHandler(req, res) {
       });
     });
 
-    const visitor = ua(PUBLIC_GA_TRACKING_ID);
-    const params = {
-      ec: 'RSS',
-      ea: 'Poll',
-      el: query.source,
-      dp: JSON.stringify(listQueryVars), // filter, document path: maxlength 2048 bytes
-      dt: JSON.stringify(req.headers), // some headers contain follower number, document title: maxlength 1500 bytes
-    };
-    visitor.event(params).send();
-
     // https://stackoverflow.com/questions/595616/what-is-the-correct-mime-type-to-use-for-an-rss-feed
     const type = accepts(req).type([
       'application/rss+xml',
diff --git a/pages/article/[id].js b/pages/article/[id].js
index faf365cf..6ea8019b 100644
--- a/pages/article/[id].js
+++ b/pages/article/[id].js
@@ -13,7 +13,7 @@ import Head from 'next/head';
 import withData from 'lib/apollo';
 import useCurrentUser from 'lib/useCurrentUser';
 import { nl2br, linkify, ellipsis } from 'lib/text';
-import { usePushToDataLayer } from 'lib/gtm';
+import { usePushToDataLayerOnce } from 'lib/gtm';
 import getTermsString from 'lib/terms';
 import { useIsUserBlocked } from 'lib/isUserBlocked';
 
@@ -297,7 +297,10 @@ function ArticlePage() {
 
   const article = data?.GetArticle;
 
-  usePushToDataLayer(!!article, { event: 'dataLoaded' });
+  usePushToDataLayerOnce(!!article, {
+    event: 'dataLoaded',
+    doc: article,
+  });
 
   if (loading && !article) {
     return (
diff --git a/pages/impact.js b/pages/impact.js
index 0f6dd79e..fbbcbbb8 100644
--- a/pages/impact.js
+++ b/pages/impact.js
@@ -82,7 +82,7 @@ const Report = () => {
   );
 };
 
-// Make it server-rendered for PUBLIC_GA_TRACKING_ID
+// Make it server-rendered for PUBLIC_GTM_ID
 export async function getServerSideProps() {
   return { props: {} };
 }
diff --git a/pages/reply/[id].js b/pages/reply/[id].js
index 61c6f00d..6e3e51ff 100644
--- a/pages/reply/[id].js
+++ b/pages/reply/[id].js
@@ -11,7 +11,7 @@ import Typography from '@material-ui/core/Typography';
 
 import withData from 'lib/apollo';
 import useCurrentUser from 'lib/useCurrentUser';
-import { usePushToDataLayer } from 'lib/gtm';
+import { usePushToDataLayerOnce } from 'lib/gtm';
 import getTermsString from 'lib/terms';
 
 import ExpandableText from 'components/ExpandableText';
@@ -158,7 +158,10 @@ function ReplyPage() {
   }, [currentUser]);
 
   const reply = data?.GetReply;
-  usePushToDataLayer(!!reply, { event: 'dataLoaded' });
+  usePushToDataLayerOnce(!!reply, {
+    event: 'dataLoaded',
+    doc: reply,
+  });
 
   if (loading) {
     return (