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Universal Analytics
Gabriella JanniAlex Kjellbris
The Next Generation of Google Analytics
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Universal Analytics is a set of new technologies that create a better way for businesses to measure their online performance
From a visit-centric to a user-centric way of measuring behavior
Tailor GA to your needs
Integrate your own data sets
Ultimately get a more complete vision of the entire marketing funnel.
Consumer behavior is changing
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Consumer behavior is changing
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• Consumers use multiple devices in path to purchase• Cross-channel measurement is essential
Lines between online and offline are blurring
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Key Technologies of Universal Analytics
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• Connect multiple devices and sessions with the User ID.
• Use the Measurement Protocol to send data into UA from any device that captures and transmits data
• Use simplified and more accessible configuration options.
•Create Custom Dimensions & Metrics, unique to yourbusiness.
•Use Dimension Widening to push offline data into GA.
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User ID – From visits to user
Measurement protocol – New way of sending data
Custom dimensions and metrics – Measure everything
The correlation between the 3 key features
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Current situation with Unique Visitors.
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Cross Device Measurement with User ID (new method)
User ID
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Device Overlap
User ID >> Cross-Device Reporting
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User ID >> Cross-Device Reporting
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Measurement protocol
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ga.js analytics.js
URL: collect?..
Measurement protocol
site site apps/devices
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LivetestAtt skicka offline data
URL
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Custom dimensions and
metrics
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CONCLUSION - Costumer journey Gap examlple
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Costumer journey Gap examlple
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Costumer journey Gap examlple
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Costumer journey Gap examlple
So what next?
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Universal Analytics out of beta. (Current Phase)•All features are supported•Universal Analytics is the only option for new properties•Can run Universal Analytics alongside classic
Next Phase : •Universal Analytics is the operating standard for Google Analytics•Data collected from ga.js will be processed for a minimum of 2 years
What are your options now?•Switch to Universal Analytics today•Run Classic and Universal Analytics alongside•Let Google switch for you
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Web Guide Partner can help you
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Key Benefits of Universal Analytics
Universal analytics finally allows you to undestand the full purchase cycle your customers take so that you can gain a more complete undestanding of your data, attribute conversions more accurately, and build data-driven strategies for your business
Focus on people not visits Measure interactions from multiple devices Import external data, such as CRM and offline data Customize based on your business needs
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Questions?
www.webguidepartner.com