April 26, 2013
In October 2012 Google released their limited beta of Universal Analytics to large enterprises to allow them to integrate their data and get a more complete vision of their marketing funnel.
It’s no secret that consumer behaviour has changed significantly over the years. Consumers today use multiple devices to interact with your business in ways that were not available before. For most large businesses, the multiple streams of customer data are daunting but are also an amazing opportunity.
With last month’s release of Universal Analytics to all Google Analytics users, businesses are now able to understand the changing, multi-device customer experience.
Benefits of Universal Analytics are:
- Understanding customers interaction across multiple devices and touch-points
- Mobile App performance insights
- Incorporation of offline and online interactions to understand which channels drive the best results and to improve lead generation and ROI
- Improved latency on your site by reducing client-side demands
Although migrating your current Google Analytics property to Universal Analytics is not yet available, Google is recommending that you create a new property in your account, set up Universal Analytics and see what it has to offer.