Google’s Universal Analytics

Google Analytics Universal Analytics

The last time you logged into Google Analytics, you may have been prompted to “upgrade” to the platform’s newest feature: Universal Analytics. Ultimately, you’re going to have to make the switch, because Google’s sending everyone to Universal Analytics (presumably, once functionality on the platform increases) eventually. But why should your brand become an early adopter of this new feature?


Here are some reasons why you should make the switch:

  • Customizability – The platform allows for more specific customized dimension-metric reporting, for tailored campaign and session lengths and filtered referral traffic for more accurate attribution.
  • Think Big (as in Data) – Universal Analytics is about what your CMO has been trying to quantify for a long time: the value of all brand interaction and engagement. The platform promises to integrate web engagement with call center touches, in-store purchases, social media interaction, app traffic, event tracking and more. If you’re a retailer with web and storefront properties, a B2B with a call center and an app platform, or a media outlet with a web, print and app presence, you absolutely need UA.
  • It’s easy! – Really, it is. Remember how you only needed to add a small snippet of code to your site to set up Google Analytics? Setting up UA is the same thing – code, new profile in analytics, and you’re off!


Then there are the cases against trying it right away:

  • No continuity with data – Because Google Analytics and Universal Analytics are run from different snippets of code, a new profile must be created in order to add UA to your site – this means that you won’t be able to look at historical data, but it also doubles as a reason that you should get started sooner than later
  • It’s still in beta – A lot of the great, cross-platform functionality that UA promises isn’t there yet.
  • You don’t have the resources to utilize it – Once fully functional, UA is going to tie in with your SalesForce, Marketo or other CRM environments to deliver stronger data, making it easy to see where your brand is winning and where it’s behind competition, and also making case studies a breeze. So if you don’t have the resources to utilize UA, now’s the time to find them.


It’s clear that Universal Analytics is going to be a powerful part of your marketing team’s efforts in the days ahead. As with any new tool, the more practice you can get with it, the better you’ll be able to utilize its offerings.


When will you make the switch?


Ryan Durling

Ryan Durling is Digital Project Manager at 451!

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