Universal Analytics (Beta) Open to Public

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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,

Universal Analytics, which uses a different collection method and hence involves the setup of a new code snippet on the businesses’ sites, focuses on giving online businesses a better understanding of how their customers interact with their sites across multiple devices. This new JavaScript code snippet, Google notes, is more flexible than the old one and gives users more options to customize their data. Businesses will also have to set up a new web property in their Analytics accounts to get started with using Universal Analytics.

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

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