Google has been rolling out Universal Analytics steadily since its launch in 2012 and this year, it announced that the transfer of properties from Classic to Universal Analytics was complete.
But with Google announcing that the next stage would be its retiring of classic GA, if your sites and apps are still using old and outdated tracking codes and libraries (ga.js), you’re going to be missing out on a whole host of features and developments that are only compatible with Universal Analytics.
Highlight of Universal Analytics –
User IDs
These allow you to associate multiple sessions (including any activity within those sessions) with the same user by a unique ID
CRM data and Measurement Protocol
Universal Analytics allows for GA Measurement Protocol on external digital devices, such as game consoles and point of sale terminals. Which means developers can send raw user interaction data directly to Google Analytics servers, enabling brands to link and analyse both online and offline behaviour.
Search Term Exclusions
Any traffic that uses pre-defined excluded search terms will be classified as direct traffic, and not organic search traffic. This can be used to block branded or irrelevant keywords from being attributed to organic search channels, resulting in more accurate search engine metrics.
But with Google announcing that the next stage would be its retiring of classic GA, if your sites and apps are still using old and outdated tracking codes and libraries (ga.js), you’re going to be missing out on a whole host of features and developments that are only compatible with Universal Analytics.
Highlight of Universal Analytics –
- The analytics.jscode snippet is used to collect data from your website. This biggest advantage of JavaScript is that it is more flexible than its predecessor—Google Analytics ga.js JavaScript.
- The tracking code offered allows you to collect data using any digital device. Taking this further –
- Track websites – analytics.js JavaScript library
- Track Mobile Apps – Google Analytics SDKs (v2.x or higher)
- Track other digital devices such as game consoles & information kiosks – the Measurement Protocol
- Easy to set up and customize tracking code which assists in cross domain tracking in the most accurate manner.
- Through the account Admin page, you can control organic search parameters, referral exclusions and even search time exclusions.
User IDs
These allow you to associate multiple sessions (including any activity within those sessions) with the same user by a unique ID
CRM data and Measurement Protocol
Universal Analytics allows for GA Measurement Protocol on external digital devices, such as game consoles and point of sale terminals. Which means developers can send raw user interaction data directly to Google Analytics servers, enabling brands to link and analyse both online and offline behaviour.
Search Term Exclusions
Any traffic that uses pre-defined excluded search terms will be classified as direct traffic, and not organic search traffic. This can be used to block branded or irrelevant keywords from being attributed to organic search channels, resulting in more accurate search engine metrics.
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