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Universal Analytics
Gabriella Janni
Alex Kjellbris

2. The Next Generation of Google Analytics
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Universal Analytics is a set of new technologies that create a better
way for businesses to measure their online performance
 From a visit-centric to a user-centric
way of measuring behavior
 Tailor GA to your needs
 Integrate your own data sets
 Ultimately get a more complete vision of the entire marketing funnel.

3. Consumer behavior is changing
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4. Consumer behavior is changing
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• Consumers use multiple devices in path to purchase
• Cross-channel measurement is essential

5. Lines between online and offline are blurring
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6. Key Technologies of Universal Analytics
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• Connect multiple devices and sessions with the User ID.
• Use the Measurement Protocol to send data into UA from any
device that captures and transmits data
• Use simplified and more accessible configuration options.
•Create Custom Dimensions & Metrics, unique to your
business.
•Use Dimension Widening to push offline data into GA.

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User ID – From visits to user
Measurement protocol – New way of sending data
Custom dimensions and metrics – Measure everything
The correlation between the 3 key features

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Current situation with Unique Visitors.

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Cross Device Measurement with User ID (new method)
User ID

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Device Overlap
User ID >> Cross-Device Reporting

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User ID >> Cross-Device Reporting

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Measurement protocol

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ga.js analytics.js
URL: collect?..
Measurement protocol
site site apps/devices

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Livetest
Att skicka offline data
URL

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Custom dimensions
and metrics

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CONCLUSION - Costumer journey Gap examlple

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Costumer journey Gap examlple

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Costumer journey Gap examlple

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Costumer journey Gap examlple

20. So what next?
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Universal Analytics out of beta. (Current Phase)
•All features are supported
•Universal Analytics is the only option for new properties
•Can run Universal Analytics alongside classic
Next Phase :
•Universal Analytics is the operating
standard for Google Analytics
•Data collected from ga.js will be processed for
a minimum of 2 years
What are your options now?
•Switch to Universal Analytics today
•Run Classic and Universal Analytics alongside
•Let Google switch for you

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Web Guide Partner can help you

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Key Benefits of Universal Analytics
Universal analytics finally allows you to undestand the full purchase cycle
your customers take so that you can gain a more complete undestanding
of your data, attribute conversions more accurately, and build data-driven
strategies for your business
 Focus on people not visits
 Measure interactions from multiple devices
 Import external data, such as CRM and offline data
 Customize based on your business needs

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Questions?
www.webguidepartner.com