Our Favorite Things About Universal Analytics


We love data. Data informs our decision-making, guides our strategy-conjuring, and really helps us understand our clients, their challenges, and successes. So, we’ve been eagerly awaiting news that Universal Analytics is finally out of beta, and ready for the big show. That announcement came early in April, and we’ve spent the past few weeks really getting our hands dirty with some of the new functionality.

Here are a few of our favorite things (queue: Sound of Music) about Universal Analytics:

1. Cross-Device Reporting Is Awesome! We work with a number of software and app publishers, and the ability to track customer-lifecycle as they migrate through the website into the app and back to the website has always been a huge challenge. Not to mention the massive challenge of identifying users in a multi-screen world. Universal Analytics’ User ID functionality gives us the ability to do just that — track and measure the user as they navigate an organizations web, desktop and mobile properties.

2. All Analytics Everywhere. This isn’t entirely new functionality, but many people don’t know that you can add Google Analytics to just about any digital property. Want to track usage behavior in your mobile app? Yup, you can do it with Google Analytics. Want to track engagement patterns in your desktop app? Yup, Google Analytics can do that, too. Hell, you can even track user behavior on gaming consoles. Universal Analytics comes with several new versions of the Google Analytics tracking code, which make tracking off-web analytics even easier. More about that here.

3. Demographic + Interest Reporting. Okay, so this was available in Classic Analytics, but it was a big reason why we never fully migrated over to testing Universal Analytics when it was in Beta. In addition to providing basic information about key demographic information associated with your users, you can also drill down to evaluate your most profitable segments — all at the click of a button.

4. Cost Analysis, Kinda. This is a feature that’s been available for some time now, as well, and we’ve always thought that it’s had massive potential. If you’re advertising with Adwords, and have your Adwords account connected to your Analytics account, you have the ability to marry your Adwords data (cost, impressions, campaign and ad group breakdown) with your Analytics data (bounce rate, conversion rate, time on site, etc). For the media planners, buyers and optimizers of the world, this simple integration has saved us countless hours of time. Cost Analysis offers the infrastructure to ingest similar data for all of your paid marketing campaigns. The feature, however, isn’t without its issues (we’ll probably get into that in another blog post), but Supermetrics offers a really snazzy, easy to use tool to automatically import your Bing data into Google Analytics.

5. And, finally — this video: 

Upgrade your Classic Analytics to Universal Analytics and set your inner data geek free. 

Not sure how to make Google Analytics work for you? Get in touch. We’d love to coach you through it.