Since its launch in 2012, Google has been regularly releasing Universal Analytics. This year it also declared the complete transfer of properties to Universal Analytics from Classic. Chances are that if you were not aware of this, Google has already automatically switched it for you – you will see a notification in your tracking code section.
With the new Universal Analytics, if you are still using the out-dated tracking codes for your sites or apps, you won’t be taking full advantage of the new features that are only compatible with the new Universal Analytics.
Benefits of Universal Analytics:
Universal Analytics permits combined tracking across smartphones, desktop computers, and tablets.
Some other great features:
User ID – This feature lets you to identify multiple sessions by one user; using a unique user ID. This is a critical feature for targeting and understanding funnel conversion and the overall customer journey on a site.
Search Exclusions – instead of being classified as organic search, any pre-defined excluded search terms will be categorized as direct traffic. This will omit unrelated keywords from being combined into your organic channels. Also, domains can be excluded as well.
CRM Data – GM Measurement Protocol can now be used on external devices like point of sales machines. This will allow for offline and online information to be analyzed.
Custom Metrics – Options regarding configuration have been made much easier with Universal Analytics. You can collect data much easier now.
Advanced Ecommerce – With an enhanced ecommerce plug-in that can be added, you are able to analyze product performance reports (by SKU, etc.), along with buyer behaviour, abandonment, and much more.
Improved Admin Page– You can now integrate modifications, user permissions and access control, and make changes allowing for greater monitoring of activities by site users. Security benefits of overseeing users is an added bonus.
Transferring to Universal Analytics:
If you see extra admin settings like Organic Search Sources, these are only accessible using the new Universal Analytics.