April 30, 2013

chartsGoogle has recently released a significant upgrade to its analytics capabilities with Google Universal Analytics. You can take advantage of the new capabilities by upgrading your existing standard analytics to universal analytics.

Create a new web property

In order to take advantage of the new capabilities, you will need to create a new web property. You can create a new web property from the Admin tab of your Google Analytics account by selecting the account name from the list and clicking on New Property. Fill in the information about the web site that you want analysed, and select universal analytics. This will allow you to use the Google Tag Manager to manage all of the tags for your web property with the enhanced information gathering abilities of universal analytics. Your existing analytics will continue running as well, so you can compare the new information you are receiving with your previous information.

Track what is important to your business

Google Analytics has always allowed you to track both page views and events that occur on that page. Universal analytics takes that to an even greater level of granularity, however. Now, you are able to track anything about that page interaction with customised tags. For example, you can track which affiliate referred someone to your page, and all of the actions people took after being referred, not just whether or not they purchased a particular item. That can help you identify affiliate relationships which you want to nurture. If you display multiple versions of your content for A/B testing, you can track which version was displayed for better analysis of customer behaviours. The easiest way to tag A/B testing at the moment is to include a specific graphic element for each variety of content, even a 1-pixel invisible graphic, and tag the graphic element.

Customise experience by platform

One of the foundational realities reflected in the new tracking capabilities of universal analytics is that people who are accessing your site on different platforms have different needs and expectations. The mobile user who is looking at your website on the go has different behaviours and desires than the person who is browsing your website at leisure from the comfort of their desktop computer. Therefore, while it may make sense to track the overall length of time someone spends on your website when they are coming from a desktop computer as a sign of how engaged they are with your business, that might not be the right measurement for a mobile user. For a mobile user, it might be more important to track how quickly they can get to the part of your website they need to access, take care of their business, and go. Universal analytics helps you to determine what works best for different customer segments.






Sean McPheat

Managing Director

The Internet Marketing Academy



(Image: Stock Xchange)

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