Why upgrade to Google Universal Analytics?

by Luca Rabboni

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how-to-use-google-analyticsSince April Google Universal is out of Beta. Now the question is: “Should I upgrade my current code?”.

To MEC Italy the answer is: “YES, You Should!”

We are already migrating all our clients to Universal Code in order to empower our analysis and their business.

For those who are still skeptics, here you find the main benefits of Universal Code:

1.  CUSTOM DIMENSIONS

Instead of only 5 custom variables, with the new version you can setup until 20 custom dimensions (200 for Premium version!!) to get more in-depth analysis of your audience behavior.

2. DIMENSION WIDENING

Google Analytics provides you the possibility to load personal dimensions to enhance your analysis. Let’s make an example.

If you have a blog divided in 4 main topics and you’d like to divide the number of pageviews by these topics to figure out which is the best or the worst performing, you can setup a set of dimensions which group all the pages related to the same area.

3. USER ID

Google do not allow to track Personally Identifiable Information (PII), such as Name, IP Address or E-mail Address, but now if you have for example external CRM data you can associate to each person a USER ID in order to track them as unique users (also from different browsers or device!)

4. MEASUREMENT PROTOCOL

Thanks to this procedure you can send to GA data from any digital device or system. This feature have a lot of amazing possible applications for example you can add to you report the number incoming calls to your customer care service (you may also use it to track your colleagues habits :) take a look at this link).

5. ENHANCED E-COMMERCE

Each e-commerce site should have an Analytics system implemented. Now Google gives you another reason. With the Universal code you can upgrade your e-commerce tracking code to the Enhanced one. This version of the code includes additional data and reports for your analysis:

  • E-commerce engagement
  • Product Performance report
  • Product List Performance
  • Marketing Reports

6. IMPLEMENT REFERRAL EXCLUSION

You can exclude traffic from certain domains from being counted as visits, indeed GA counts each link from a referrer as a new session. This means that if a visitor on your site goes to another domain (for example a third party shopping cart or a payment processor like PayPal) and that domain sends the visitor back to your site, GA will count an additional visit. Universal Analytics allows you to exclude specific domains as referrers to prevent this type of double counting.

7. MANAGE SESSIONS DURATION

With GA Universal, you can now set session expirations to match your specific site settings. Sites that have heavy engagement can increase the session timeout setting to compensate for longer than average time on pages.