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:
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!
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!
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.
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.