One of the major challenges of any business analytics tool is combining and matching data from several sources. E.g., in Google Analytics, if a visitor interacts with your business via multiple devices (work PC, personal laptop, smartphone and tablet), each device is identified as a separate visitor, rather than a single user with multiple touch-points.
A few months back, we covered Google’s announcement of Universal Analytics, which enables integrating all of a user’s activity through various interfaces.
Now that Google has recently made Universal Analytics publicly available, we’d like to point out some of the key improvements it offers in measuring your online marketing performance:
Like any change, it comes at the cost of extra labor, and necessary adjustments. Switching to Universal Analytics should be considered by businesses that have a multi-step sales cycle spanning across multiple touch points (website, software, phone, store, etc.), or businesses that maintain a long-term relationship with recurring transactions by customers.
Note that even though Universal Analytics has been made public, it is still in beta, and it is recommended at this stage to use it alongside, rather than replace, the legacy Google Analytics implementation. Here’s how to get started.