As companies invest in new products and services to better meet their customers’ needs and improve their bottom line, they’re looking for one thing to help them make decisions: data!
Many of you are aware of Google’s latest version of the popular web tracking system, but do you know why there’s so much hype about it? Let me explain.
Classic Analytics provides a wealth of information. You can slice and data by demographics, location, new versus returning visitors, hostname, etc. You can track how visitors come to your site and campaigns, conduct A/B testing on specific sections and more. There is so much you can do, but there some problems when it comes to reporting data that Universal Analytics addresses.
When looking at number of new visitors, you may notice a large number of them and thinking, “Great! I am reaching more of the market.” Stop there. In the classic version, the:
- Number of total unique visitors is overstated
- Percentage of new visitors is overstated, and
- Percentage of returning visitors is understated
This happens because Google cannot tell if it’s the same user if they’re not using the same device to access your site. For example, if a user accesses a website from his/her laptop in the morning and then later that day accesses the same website from his/her phone, it’s tracked as a separate visit and user.
This is not the case in Universal Analytics.
What Makes Universal Analytics Awesome
Universal Analytics loads faster because it will only use one cookie and focuses on users, not visits. You can integrate Google Analytics into your CRM, import data, and much, much more. Here are a couple things that you can discover about your users:
- Their behaviors across multiple sessions and devices, including mobile apps, store checkouts, etc.
- Insight on who your users are and their interests based on data from your CRM. Custom dimensions allow you to gather more insight on your users, allowing you to create new reports to view and analyze your site’s activities in multiple ways. NOTE: You must have this info in your CRM gather these details.
- Some dimensions worth tracking are demographics, job title, (B2B businesses, associations or professional societies may be interested in this) and income
Google is planning to roll out additional features in the future. Stay tuned!
Setting Up Universal Analytics:
Once you’ve upgraded to Universal Analytics, you’ll need to set up a UserID. The UserID allows you to capture data of logged-in users and their behaviors on different devices.
Once you have set up your UserID, you’ll want to make sure everything is working properly.
Even with all these new features, you’ll also still have access to your classic analytics data.
If you haven’t upgraded to Google Analytics, definitely make some time to do so.
Have you set up Universal Analytics? What are your favorite features and reports?