Google has officially released its Universal Analytics offering to the digital masses. While unlikely that there will be a virtual stampede to use the enhanced platform (at least right away), doing so could certainly position your enterprise for success in the future. The reason? You’ll know more (way more) about your users and the performance of your digital properties than with the classic version.
Launched in beta back in October 2012, Google’s Universal Analytics release enables firms to import their own datasets into its analytics system in order to understand how customers interact with a business across many devices (including mobile, tablets and PC’s) – and touch points (search, advertising, etc.). Why is this important? More control over the type and depth of information collected leads to more refined (and better) analysis. Ultimately that provides a more complete vision of the marketing funnel.
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