New Features of Universal Google Analytics

Universal Analytics

Google has launched Universal Analytics which is an improvement over the classic version when it comes to data collection and analysis. It is important that webmasters upgrade to this version in order to have better analytic insights. Quite naturally, you would ask what are the associated benefits and whether these are enough reasons to upgrade or not. Here are some of the points which can bring this clarity.

New Features

1. Introduction of the USER ID feature:

Let us first understand the rationale for introducing it. If there is one person who is using his sign-in from different devices (laptop, mobile or even desktop) to access your data and at each new session, then each of these actions will be counted unique in Classic Analytics. So, an aggregate of these actions will form part of your Classic Analytics report. However, with the introduction of a user-id feature, you would be in a position to know that these actions which happened from different devices and at different sessions are attributed to a single user-id and thus, would help you analyze the user behavior and relationships among the actions with greater clarity. So, two major benefits of this approach are that you can derive relations among the seemingly unique actions and know that there is one person (not ā€˜nā€™ number of visitors) who is performing this activity.

User-Id serves another purpose. This of unification of the session. When session unification is turned ON, this feature helps in counting the hits when a person has not signed in initially during a particular session but signs in afterwards. So, this feature helps in counting the hits done before the sign-in during the same session. However, if the person has signed-in from the beginning of the session and signs out in the midway, the hits done after sign out during the same session are not counted.

When the session unification is turned OFF, the hits done before the sign-in during the course of same session are not counted. So, in this situation, the hits are counted when a person is explicitly signed in.

2. With the introduction of the feature of User-Id, you can associate data from different devices and sessions and use this data to know the relationships.

3. A major improvement in the Universal Google Analytics features is that of using three different and new data collection methods. It uses analytics.js JavaScript for websites, Mobile SDKs v2.x

4. When you had to configure Classic Analytics account, you invariably have to make changes to the code. However, this issue has been resolved to an extent in the new Universal Analytics as it provides admin control to you for effecting some changes without altering the code yourself. You just have to make changes in admin and the code with be configured accordingly automatically. The changes for which you can configure the code easily are related to organic search sources, handling of session and campaign timeout, referral exclusions and search terms exclusions.

5. You also get a handle to define the dimensions and metrics yourself in the new analytics. This is usually done when analytics does not automatically track. The scope of custom dimensions is restricted at level of hits, sessions, user or product.and further versions for Android and iOS platforms and the Measurement Protocol for other digital devices.

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