Universal Analytics

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:


One of the most touted feature improvements over Google Analytics Classic is the introduction of UserID.  Google lists 4 benefits of using UserID.

  1. More accurate user count
  2. Analyze the signed-in experience
  3. Access the User ID View and Cross Device Reports
  4. 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?