Universal Analytics: Google’s New Analytics Engine

By May 5, 2014 February 22nd, 2019 Search Engine Marketing

Anyone running a website knows that analytics are important. Tracking views your site gets, finding out where visitors spend most of their time, and reviewing other helpful information related to your website’s traffic are vitally important.

Google has reigned king in website analysis for almost 10 years. Updating their Google Analytics technology with new features to stay on top, the software is an essential tool not only for IT specialists and developers, but also for marketing professionals.

Marketing departments need to know which sites attract the most visitors so they can maximize traffic from potential customers. The more information a program can gather about a customer, the more successful the company will be. Google Analytics has long been an excellent tool for all webpage and business owners. But with the release of Universal Analytics, Google has decided to include a fresh set of new features to help users more accurately evaluate their online content.

The new Universal Analytics, released earlier this month, includes the previous features of Google Analytics in addition to some new tools. Some that may prove most useful to users are listed below.

  • The User ID: This function collects all user activity under one unique ID. This means if you are visiting a site from different devices, such as a smart phone, tablet, or a computer, all activity will be logged under one account. This helps companies avoid an inflated estimate of webpage visitors and also gives a more comprehensive picture of user activity.
  • Custom Metrics: This feature allows users to analyze data that is not typically collected by the default Universal Analytics system. The new program allows users to customize data that is collected about their website. This enables the freedom and power to collect as much data from a visitor as possible. For example, websites that publishes information from multiple authors will be able to evaluate which individual content is more popular.
  • Easier Configuration: Universal Analytics has simplified configuration options and made them more accessible to users, allowing for even greater customization. Information that is tracked and collected by default can be changed for the user’s preference. For example, if a company wants to exclude certain search terms from the data they collect, they can configure the site to do that quickly and simply with some basic lines of code.
  • Flexible tracking code: Google has developed three new types of tracking code to make it easier to measure information across different platforms. These include mobile devices, game consoles, and computers. The collection methods are made to be developer friendly, allowing easy setup, customization, and execution of tracking codes. 
  • Staying Updated: Updates and new features will only be made to Universal Analytics; staying current will require switching from Google Analytics to their new operating standard. This includes a two-step upgrade process including the transfer of previous UA properties and tracking codes. While Universal Analytics does offer all of the same features as Google Analytics, the new and updated features provide users with a more efficient experience.