What Are Some Features Of Google’s New Universal Analytics?

When it comes to web development and marketing, a measurement of site metrics and its standing in search engine rankings is very important. Collectively speaking, these metrics are known as analytics. Analytics can measure, when needed, these basic points:

    • Potential opportunity off-site

Mobile users are not limited from your metrics acquired. Most off-site generation can lead to any remote device that can be synced to Google Analytics.

  • Visibiliaty


Data is instantly synced with a central location. This makes visibilaity quick and painless.

  • Off-site comments
  • Performance metrics related to SEO
  • User-profiles

With enhanced metrics, you can create a virtual user profile for typical categories of audiences. As a result, you can enhance your digital campaign to include multiple tiers of leads.

One of the most widely used metric service is Google Analytics. Google Analytics provides detailed statistics about the visits to a website as well as features that are integrated with other Google services such as Adwords. An entire marketing campaign can be linked directly to the Google Analytics site on server-side.

Over time, Google algorithms have changed and the statistics and metrics needed for various marketing campaigns have stepped up in terms of ways to optimize site content. As a result, Universal Analytics was born as a method to collect data in a more efficient format and provide website owners with more insightful and actionable information.

What Important Protocols Are Measured by Google Universal Analytics
1. Google Universal Analytics improves lead generation by tracking contact points. In other words, at every contact point available within digital marketing, a snapshot of the geographics of a typical lead or user can be measured. Relationships between various sub-categories can be determined. In the digital marketing world, this is important when tailoring your product or strategy to a specific group. Instead of numbers and figures, you can quantify a typical demogrpahic in a more concise manner.

2. Google has improved its measurement in terms of security and safety. A javascript controller helps mitigate security issues by reducing the risk associated with cookies. The measurement protocol on the admin panel allows you to include opt-out statements as well as privacy controls that can disable the implementation of any independent third party scripts that remain unneccessary. Data integrity is important in any digital marketing campaign to protect not only the leads but your bottom line.

Changes from Google Analytics to Universal Analytics
Google Universal Analytics changed the API to allow for raw user data to be entered. As a result, more sites will be able to be tuned in to the latest Panda update. For many marketers, the updates have actually downgraded a sight’s ranking status. However, Google Universal Analytics will quickly determine the type of changes in data required to fulfill Panda’s ever-reaching search mindset. Another feature of Google Universal Analytics is the use of custum metrics. You can import custom data into your analytics stream to understand what types of data will need to be measured.

The User-Centric capacity of Google Universal Analytics
Google has gained a strong market in the marketing realm with their ease of user-centric design. The biggest goals of many marketing campaign is lead generation, capturing audience demographics, and improving search rankings. Not all users are following websites through a traditional web format.

Many users are mobile and applications have become the heart of marketing. Reports can help gauge the success of an app as well as the tracking of specialized content feeds such as video or screen shares. For lead generation, this will help gauge tracking on capture pages. The mobile app report gathers the following information:

1. Success of app installation, how often it is installed, and attraction to visitors based on your campaign. Link this to Google Adwords, and you can determine if the ads are appropriate to the application as well.

2. Use heat mapping and other screen engaging reports such as clicks and plays. Even technical errors such as when an app crashes can be measured for changes.

3. Goals can be setup to track targets. If the goal of the app is to create leads indirectly, sign-ups can be measured as well as what links users are most likely to use. The advertising and marketing potential behind the new Universal Analytics format has expanded into any device that is basically connected to the internet. In that sense, the opporunties are endless. Campaigns can be introduced on tablet devices, console games, and even offered as ‘teaser packages’ for measurement in lead generation.

Google Universal Analytics reduces the load required to manage consumption of user snapshots. For example, other streams of channels can be integrated into the server-side of Google Universal Analytics. Data can be synced in from POS (point of sales), web log reports, and even social networking lead campaigns. Apply for the beta-testing of the service and compare results. By using the Google Tag manager you can simply re-tag your site if necessary. As a result, Google Universal Analytics is a fully functional campaign manager.

To read more articles by Paul Coulter, follow him at: Paul Coulter – Google+.

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