Google Universal Analytics Out of Beta
This week Google announced that Google Universal Analytics is now available to all Google advertisers.
Google’s Universal Analytics program has been available to beta advertisers since October, and is designed to address changing user and advertiser needs online such as mobile and cross device use.
Below are some of the major features of Universal Analytics and how they impact Online Retailers.
Universal Analytics New Tools
Google’s Universal Analytics provides advertisers with new tools including:
- Remarketing Lists– Allows merchant to retarget site abandoners.
- Audience Reporting– Utilizes user data and interest (such as age, and affinity category) to augment merchant analysis. /li>
- Custom Dimensions– Choose and analyze behavioral data which Google doesn’t automatically track.
- Configuration Options- Universal Analytics features additional configuration options (Organic search resources, Session & campaign timeout handling, Referral exclusions, Search term exclusions) which allow more control from the Admin page.
Other updates include faster time zone processing, and 2 added fields to the User Agent IP/ Override. Goolge also noted its User ID feature will be rolling out to allow advertisers to track data from multiple devices and sessions with unique IDs.
Part of the change incorporated renaming New Visitors which makes the distinction more clear:
Visits –> Sessions and New Visitors –> New users:
Learn more about how you can set up Universal Analytics here, or use the Universal Analytics Upgrade Center.
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