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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?

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