5 Things you Need to Know about Google Universal Analytics

April 3rd, 2013 by Daniel Laws

Google Analytics has recently expanded its Universal Analytics into a public beta. In 2012, Google Analytics expanded their analytics offerings to include Google Analytics Premium and Mobile App Analytics to help analysts manage all their diverse data sources. With the increasing use of “Big Data,” attribution modeling, and predictive analytics, we need more efficient methods to collect and integrate the data. Below are the 5 ways that Google Universal Analytics will help you do just that:

Data in Sync

Universal Analytics provides you with an opportunity to sync online and offline data for better analysis. You can run correlation analyses to see whether there is a relationship between the data (online & offline) and sales growth. Note: Always remember that correlation doesn’t imply causation!

Customization

You can track more than just your website, which provides an opportunity to collect and send data from just about any digital device with JavaScript, SDKs for apps, or Measurement Protocols. This should lead to more customization at the client level as well as more streamlined data for data visualization solutions.

Custom Dimensions & Metrics

You can create your own dimensions and metrics specific to your industry for better insights. Adobe SiteCatalyst’s calculated metrics & report builder were the first features that came to mind when I read about this. I would assume that the custom metrics are based on existing metrics within Google Analytics. The question is whether or not it will deliver with the same simplicity as Adobe SiteCatalyst V15. We’ll let you know the results of our internal testing soon!

The Latest & Greatest Features

Get access to new features as soon as they’re released. As we all know, analytics isn’t going away, so new features, functionality, and integration possibilities will continue to evolve as the needs of businesses change. If you’re using GA, I would recommend testing the Universal Analytics functionality to weigh the risks vs. rewards as well as your long-term organizational goals. Make sure you communicate any possible changes to your data and reporting.

Integration!

You can implement Universal Analytics with Google Tag Manager, simplifying the process while still using custom metrics. It will be interesting to see what impact this change has on other solutions that are already associated with the “classic” version of Google Analytics, such as SEOmoz and HootSuite.

Are you as excited as we are for all the possibilities that Universal Analytics will bring? Let us know in the comments below!

Danny founded DMG in 2008 and continues to lead in developing an industry-leading digital agency while emphasizing online measurement best practices. Under Danny’s direction and leadership, DaBrian Marketing Group has become Reading, PA’s leading digital agency focused on demonstrating value through measurement of marketing campaigns.

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