Upgrading to Universal Analytics: Is it the Right Time?

Analytics are an important part of today's marketing and advertising world. It allows for the marketers to understand what's working and what isn't with their campaigns, which can be tweaked immediately so marketing budgets can be better spent on real results that provide an even higher ROI. Sometimes analytics can be too segmented or won't work well with more complex websites or the current technology is becoming outdated, such as with the classic Google Analytics. This is where Universal Analytics comes into play and why you should make the upgrade to see even better results across the board. So, what are the benefits of Universal Analytics compared to classic Google Analytics? Here are some very compelling reasons why you should make the upgrade now:
  • There are brand new configuration options that weren't previously allowed before. Now, you can do organic search sessions, session and campaign timeout handling, referral exclusions, and even search term exclusions.
  • On top of new configurations, there are also brand new and customized dimensions for websites as well as brand new features that make analytics even easier to implement and understand. Data will really start working for you in ways that weren't available before.
  • You are given more control on campaigns and sessions overall. Instead of having to wait a pre-determined time that Google sets, you can go in and adjust dates and times accordingly. This means more power to you to have campaigns with true impact and higher ROI.
  • Privacy is still a high priority even in Universal Analytics, but there are some newer features that you might appreciate such as being able to tie in online and offline behavior and sending data from the web and server.
It makes sense to make the upgrade to Universal Analytics, especially since Google Analytics as we know it right now will soon be gone and obsolete. Transitioning over is effortless and will provide you even more information to work with when it comes to your marketing campaigns.
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Sangeeta Kumar

Sangeeta Kumar is the Vice President of Web Marketing for GMR Web Team, a global online marketing, strategy, development and maintenance agency. Sangeeta is a jack-of-all-trades kinda person in the world of Internet marketing, excelling in market research to come up with a strategy based on the latest trends to get a website on page 1. She knows her stuff and enjoys a good discussion on SEO anywhere, anytime.