Posted: March 24th, 2013
Back in October 2012, Google announced the release of Universal Analytics to a select group of Google Analytics users. This past week, the tech giant opened up the beta program to the rest of the public.
What Universal Analytics does is allow for more flexibility and usability within Google Analytics. You can create custom dimensions and metrics, sync your offline data to online data, track across multiple platforms, and use advanced advertisement tools (to come).
According to a TechCrunch article,
So essentially we’re seeing the offline and online world start to merge, and Google Analytics acknowledging this and becoming a more useful tool, so that web analysts and marketers can see the big picture interaction with their customers.
But remember that while more data is good, and this is definitely a move we applaud Google for, that it is also important for the actual end users of the tools to look at the data. A recent blog post at State of Digital caught our eye, that talked about how referral traffic is overlooked, so that all the data and insight it brings is simply ignored.
Here at SEP we’d recommend updating your GA code to the new Universal Analytics for any new web properties, and for any existing web properties that could really benefit from integration with offline and internal data. The video below shows an example of how a business can use Universal Analytics.
PriceGrabber Shares How They Plan To Use Universal Analytics