This year Google announced that the transfer of properties from Classic to Universal Analytics was complete, after launching the latter in 2012.
Google has automatically updated many accounts and notified the change in the tracking code section of Google Analytics. However, for sites and apps still using old and outdated tracking codes and libraries, the upcoming retirement of classic Google Analytics will be an issue that needs attention.
There are many new features and developments that are only compatible with Universal Analytics, so there are some key benefits to making the decision to fully adopt it.
Universal Analytics allows a unified tracking platform across a range of devices, including smartphones, tablets and desktop computers.
Other new features such as User IDs allow multiple sessions to be associated with the same user by a process involving a unique ID marker.
This means that a user who adds items into a shopping cart via a mobile phone device and then goes on to make a checkout purchase at a later time on a different device will still be identified as the same user.
It also allows for better tracking of customer journeys and gives a far more accurate and detailed account.
Enhanced Admin page
Usability is Google’s watchword with Universal Analytics, and an enhanced Admin page lets you incorporate changes to access controls and user permissions.
The changes add refinement and dynamic control, giving account holders the ability to monitor the activity of others with site privileges. This will be particularly beneficial to managers who oversee other users and deliver significantly improved security.
Enhanced Ecommerce is a plug-in that gives valuable insights into a user’s behaviour. When loaded, it will help assess the effectiveness of various marketing activities.
Individual product performance reports can be analysed by SKU or category and details such as how many times a product was viewed by a visitor before being added to a shopping cart, or taken to checkout or even abandoned during checkout. This allows a detailed picture to be built up of how effective your processes actually are.