Today at the Google Analytics Summit, product sessions began with the announcement and introduction of Universal Analytics. These new capabilities will help users integrate their own data into Google Analytics, across multiple devices (including offline!) and allow for a complete 360 degree overview of their entire marketing through this single portal.
Today, marketers are relying on multiple channels to convey and monitor their marketing efforts. With the introduction of Universal Analytics, the task of measuring these efforts is made simple. Now, you have the ability to see the effectiveness of advertising campaigns, sales, retention, etc. in one program, thus giving you a more clear insight into customer experiences.
Universal Analytics is offered through the new Google Analytics Measurement Protocol. This new protocol allows you to send your own digital customer data directly to your Google Analytics account, and shows how users interact with your brand through various platforms like laptops, tablets, smartphones, etc. It also accepts the integration of mobile data from Google’s already developed Mobile App Analytics tool. Another benefit of Universal Analytics is the ability for cross-channel measurement that lets you sync your own data from various marketing channels, thus showing the relationship between the channels that drive conversions and sales. You too can customize the metrics you want leveraging this data integration and develop key reports from this data.
Beyond The Web (and Mobile and Social) Analytics Capabilities:
- Much simplified code and usage of client-side cookies
- Transition from session based measurement to true visitor measurement
- Ability to upload your own user ID data (e.g. from CRM systems)
- Custom Dimensions: ability to upload and associate external data with your GA data
Want more information and benefits of Universal Analytics? We have been beta testing some of these features, so let us know and will be happy to discuss how we can help you leverage these capabilities to impact your business.
And stay tuned to the our blog for more information about this and other Google Analytics announcements coming this week!