Google’s Universal Analytics will be the default for all Google Analytics. The idea is to enable Universal Analytics for all Google Analytics properties. As Google announced, the Universal Analytics infrastructure will now be the base on which all updates and new features will be built. Classic Analytics properties that don’t initiate a transfer will be auto-transferred to Universal analytics.
The transition to Universal Analytics will occur in four phases – Upgrading (manually) all Classic properties to Universal; beginning of auto-transfer of all properties; Universal Analytics out of beta; and by Phase 4, Universal Analytics will be the operating standard for Google Analytics. In Phase 4, certain features will be deprecated to completely make Universal the operating standard for Google Analytics. Being the most popular web analytics tool, this change with Google Analytics will be crucial for search engine optimization analysis.
What is Universal Analytics?
It is the analytics application that bridges your desktop users, mobile users and mobile apps with mobile sites and other digital devices. In this way you can measure the true Return on Investment (ROI) of all your campaigns through the buying life cycle. According to Google, following are the main benefits of using this application.
- Understand how customers interact with your business over various digital devices and touch-points.
- Measure the performance of your mobile apps.
- Incorporate offline and online interactions so that you can find out which channel drives the best results and set up new strategy accordingly to improve your lead generation and ROI.
- Improve site latency by reducing client-side demands.
In essence, Universal Analytics does much more than simple website tracking and helps to devise the best SEO practices for your business.
Advantages of Universal Analytics Upgrade
When upgrading to Universal Analytics, you can gain access to improved data processing and more analysis tools. The other advantages are:
- Simplified and More Accessible Configuration Options – With Universal Analytics, you can have more configuration options in your Google Analytics account so that you don’t need to adjust the tracking code to make changes. You can control organic search sources, session and campaign timeout handling, referral exclusions and search term exclusions from the ‘Admin’ page in your account.
- Create Custom Dimensions and Custom Metrics – You can create and define custom dimensions and custom metrics so that they would remain default dimensions and metrics in your Analytics account. They can be used to collect and segment data that Google Analytics can’t track automatically (for example, product details, game levels).
- Stay Informed with New Features and Updates – As Universal Analytics is the new operating standard for Google Analytics, all product updates and new features will be available only to Universal Analytics properties that receive data from a Universal Analytics tracking code.
However, to make the most out of these benefits, it is very important to seek help from an SEO expert with expertise in SEO Analytics. Partnering with a professional SEO company will ensure the services of a dedicated team of experts who will help to utilize the full potential of Universal Analytics for your business.