Understand how digital marketing will evolve in response to the cookieless future. Download Deconstructing the Cookieless Future Whitepaper.

Source: iStock Photo
Source: iStock Photo

Today, the digital analytics sphere received some very interesting news. Universal Analytics (UA), the expanded update to Google Analytics (GA), was released from Beta. For many months, Cardinal Path clients have been asking our service and delivery teams for details relating to the timing, features, and impact of UA. Uncertainty swirled regarding the features that might be present in the release, the length of time that the legacy GA implementation will be supported, and the cost of upgrading. Today’s announcement has answered a lot of these questions. Here is a quick update outlining some of the changes that are effective today:

  • All the features, reports, and tools of Classic Analytics are now available in the product, including remarketing and audience reporting.
  • The User ID feature is being rolled out to all accounts to help businesses understand the path that their users take through their business. This feature will give you and your team new insight into user behavior, device preferences, and even anonymous engagement activity.
  • Cross device reporting is being officially activated. These reports will show you how users use your businesses digital properties in both mobile and traditional environments.
  • Time zone based processing has been added so you can now insert time zone lags within your reports to make sure that your data captures the difference in time zones between users and actions.
  • User agent/IP override has been added. Specifically, Google added two fields to set the IP address and User Agent directly in the Measurement Protocol
  • Audience reporting is being expanded so you can get insight into more specific audience metrics, including gender and interests
  • Google Tag Manager (or GTM), will now fully support all UA features. This is important, particularly for clients who have already migrated or who are using GTM to do on site tracking.

Now that you have a better idea of some of the features, the next question that I am sure you are asking, is what you should do about it? It’s important to note that this release places no requirement on end users to migrate from their traditional Google Analytics deployment. However, based on typical product lifecycle evolution, this release should at least be the catalyst for organizations to start planning next steps. Check your readiness to migrate to Universal Analytics.

Nathaniel Payne is a senior data architect with Cardinal Path

Message Sent

Thank you for registering.

Cardinal Path hosted a live session to connect with you and answer all your questions on Google Analytics.
Get all the expertise and none of the consultancy fees in this not-to-be-missed, rapid-fire virtual event.

Thank you for submitting the form.

Thank you for submitting the form.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you.

Click here to download access the tool.

Message Sent

Thank you for registering.

Message Sent

Thank you.

Message Sent

Thank you.

Message Sent

Thank you

Message Sent

Thank you

Message Sent

Thank you.

Message Sent

Thank you

Message Sent

Thank you.

Message Sent

Success!
Your message was received.

Thank you.

Thank you for registering.

Cardinal Path is continuing with its series of free training. Next we are conducting training on Google Data Studio. Check it out here.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Your request has been submitted and a rep will reach out to you shortly.

Message Sent

Thank you for your interest.

Thank you for registering.

You should receive a confirmation email from GoToWebinar with your unique webinar login information. If you do not receive this email or have trouble logging in to the event, please email asmaa.mourad@cardinalpath.com.

Thank you for subscribing!

You're now looped into the world's largest GMP resource hub!

Thank you for your submission.

Thank you for your submission.

Thank you for your submission.

Thank you for your submission.

Thank you for your submission.

Thank you for your submission.

Message Sent

Thank you for your submission.

Message Sent

Thank you for registering.

Thank you for registering.​

Paid media spend by Government websites increased a whopping 139% YoY in 2020.

2020 Online Behavior Live Dashboard

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

2020 Online Behavior Live Dashboard

Thank you for your submission.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Success! Thank you
for reaching out.