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How To Use Universal Analytics in Google Analytics - YouTube
Channel: Koozai
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hi so today I'm going to speak to you
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about Universal analytics for those of
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you which haven't heard of this before
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is the new technology offered by google
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analytics which allows website owners to
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track user data on their websites
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chances are your current using Google
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Analytics on your site anyway so you're
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probably wondering what the difference
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is between the existing platform and
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this new technology Google Analytics
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currently tracks data from a visit
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centric perspective
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whereas Universal analytics takes a user
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centric approach I'm going to go through
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why this is beneficial as a website
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owner in a moment you should know that
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Universal analytics takes this approach
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by assigning a unique client identifier
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to each individual user on your website
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the other difference is the way in which
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the actual data is collected so Google
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Analytics uses the ga.js library where
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was universal analytics uses the
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analytics dodgiest library this does
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mean that if you want to implement the
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universal analytics then it does require
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a different tracking code on your
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website there's also a difference in the
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cookies which you use between the two
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platforms Google Analytics requires
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several cookies to actually check the
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data whereas Universal analytics only
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relies upon one and even that isn't
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compulsory this new technology can be
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set up in such a way that no cookies
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whatsoever required so let's have a look
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at why the fact that this new technology
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is user centric is so beneficial as a
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website owner basically because each
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user is assigned a and unique client
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identifier it means that we can get a
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much clearer and accurate understanding
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of the user journey at present if I was
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to visit to visit the same website on
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two different browsers Chrome and
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Firefox and both visits were my first
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visit on that particular browser to that
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site a UTM cookie would be set and both
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visits would be classed as a unique
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visit this obviously doesn't give you a
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clear picture of the actual user journey
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because I am technically a returning
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visitor on the firefox browser because
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it already visited the
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and chrome we Universal analytics takes
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this into account and would class the
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Firefox visit as a return visit this is
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also the case with multi device tracking
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as well that unique client identifier
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can understand that you visited the site
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before even if it wasn't a different
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device at the moment we don't have the
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capability to track that in Google
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Analytics so again it provides a much
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clearer perspective of the actual user
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journey this is the thing that I'm
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particularly excited about with the new
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technology with Universal analytics we
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can actually now begin to track offline
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activity this is done by implementing
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the measurement protocol which means
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that any electronic device can be
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programmed to push data into your
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universal analytics account
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this opens a whole wide of opportunities
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especially to business owners where you
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can now track data from electronic
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point-of-sales or even use sensors to
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record footfall this allows you to then
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get a full integrated picture of your
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online and offline efforts in one in one
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perspective so you can really understand
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where it is you need to focus your
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efforts so now I'm going to cover custom
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metrics and dimensions basically this is
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universal analytics version of the
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custom variables currently existing in
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Google Analytics it means you can pull
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data into your universal analytics
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account which wouldn't be readily
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available providing that it is tied to a
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metric which is already been recorded
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finally I'm going to cover a few of the
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settings and in Universal analytics you
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have the opportunity to record certain
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search engines as organic traffic that
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you want to and it also means that you
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can exclude certain terms so and as a
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business owner it might not be a value
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for you to track your business name as
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organic traffic so for example if i go
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to google and type in koozai i'm already
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aware that koozai exists and therefore
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perhaps it should be recorded as direct
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traffic as opposed to organic traffic
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Universal analytics gives you the option
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to track it in such a way so I've kind
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of covered the benefits and now you're
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probably wondering whether or not
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actually
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is worth you switching or not as I
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mentioned earlier because they're the
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new JavaScript library it doesn't mean
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that the the tracking code on your
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website does need to be changed or a new
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tracking code needs to be updated you
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need to consider whether or not you've
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got the capability to do that in-house
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or whether you're willing to invest the
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money to actually have it implemented by
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a professional before actually going
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through that kind of stage and that
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process of thinking you need to decide
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whether or not you're actually going to
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get full use of the functionality of the
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platform and whether you it's actually
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worth you going through the efforts
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implement it in the moment we expect to
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see an actual migration process in the
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future and we're use that where clients
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currently on Google Analytics will
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eventually migrate to Universal
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analytics we've kind of got the feeling
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of that because news here made cookie
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which I mentioned earlier is that being
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seen as being set as the client ID when
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a UTM cookie has already been set so we
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do get the kind of impression that this
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migration progress is going to happen in
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the future but it's not a definite so if
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you're not actually going to get the
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full functionality of the actual
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platform it might not be worth actually
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implementing the new technology just
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with regards to Universal analytics one
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of the main pitfalls of the technology
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is the fact that users need to be signed
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in to your site for the actual
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identifier to register so if you've got
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say a blog for example where users
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aren't likely to login chances are
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you're not going to make full use of the
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platform and again
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the offline technology or the offline
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measuring is also something that if
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you're not going to use then how much
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benefit you're actually going to get out
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of the platform it's all kind of
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balanced in a fancy and how much use
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this new technology is going to be to
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you and whether or not it's worth the
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investment of actually implementing the
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new technology so hopefully that's given
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you a good understanding of this new
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technology and giving you a good idea of
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whether or not it's something that you
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should be working towards implementing
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if you'd like any more information
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please feel free to contact us
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on any of the social profiles which
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people follow
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