In March 2013, Google launched Universal Analytics in beta. Today, one year later, Universal Analytics has gone off data and users, can continue taking advantage of its features for their business.
Universal Analytics was developed with the purpose of making it easier for you to better understand how users interact with your online content. Universal Analytics introduces new features that change the way you collect and organize data in your Google Analytics account.
With Universal Analytics, you don’t have to make do with the old tracking method in previous of Google Analytics. Instead, by default, you use a single cookie that will assign a unique, but not personally identifying, User ID to your site visitor’s browser.
The User ID is a Universal Analytics feature that enables you to associate numerous sessions as well as all activities within those sessions, with a unique ID. Therefore, all activities will be attributed to one user in your reports, giving you a more accurate user count. Some websites will probably offer incentives to their visitors so that they will log in and identify themselves in some way.
During the time that Universal Analytics was in beta, it was not yet 100% compatible with the existing version of Google Analytics. When Universal Analytics was brought out of beta, it meant that all the features, reports, and tools of Google Analytics would also be available in Universal Analytics. These include:
- Remarketing -This feature enables you to follow up with users who have already visited your website and provide ad content that specifically targets the interests that they expressed during their previous visit/s.
- Audience reporting – This feature helps you analyse data such as your users’ age, gender and interests. You can use these reports to evaluate how the behaviour of your users varies by demographics and interests.
- Premium SLA support – If you use Google Analytics Premium, your SLAs are fully supported in Universal Analytics. This means you have more data, flexibility and a dedicated team on call 24/7, to help you with any concerns you may have.
- Full Google Tag Manager support – When you install Universal Analytics via Google Tag Manager, making changes in the future will be easier for you. This is an ideal way of implementing Universal Analytics
Do you need to migrate to Universal Analytics?
No, you do not need to migrate to Universal Analytics at the moment but you need to start planning to migrate. If you are a Google Analytics user, you won’t have to make any changes in your account. However, if you have a large business and you are interested in integrating options, you can learn to get started with Universal Analytics here or you can upgrade your existing Universal Analytics account here
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