The big news last week (at least for folks like me) was that Universal Analytics finally came out of beta. Is it time for you to switch?
Short answer –> yes, soon. 🙂
What exactly is the big deal about Universal Analytics? My current take on the product’s features is what follows:
UserIDOne of the most touted feature improvements over Google Analytics Classic is the introduction of UserID. Google lists 4 benefits of using UserID.
- More accurate user count
- Analyze the signed-in experience
- Access the User ID View and Cross Device Reports
- Connect your acquistions, engagement, and conversions.
While I see the move towards a most person / customer centric view by the GA team to be a big step in the right direction, I think that at the current juncture the UserID reporting (and data model) falls flat. Full disclosure: I’ve only had access to the UserID reports for a few days. AND I am acutely aware that the GA team is constantly innovating and improving their product at a dizzying pace. That means that the only thing I can truly count on when it comes to GA is that the product will continue to improve (and hopefully not make this blog post completely irrelevant in the next 3 days).
So, why does UserID currently fall flat? Doesn’t the ability to connect all the dots sound like a marketer’s dream?
Continue reading Google’s Universal Analytics is Out of Beta – Time to Switch?