The Geeks at Bravr are busy migrating Google Analytics properties to the shiny new Universal Analytics. Here we take a look at the main differences between the two systems and how the upgrade could affect you.
In 2012 Google announced the launch of Universal Analytics, a system designed to improve the collection and processing of data in Classic Analytics, known to most as Google Analytics. Upgrading to Universal Analytics is said to give GA users the opportunity to upgrade GA properties to UA, without losing data or having to change account settings.
Currently in phase one of the Universal Analytics Upgrade, standard account holders can upgrade using an upgrade tool to transfer properties from UA to GA. Be warned, though, all GA properties will be required, in the near future, to use UA. If you don’t upgrade in time, your account will be auto-transferred to the UA system. The upgrade to Universal Analytics may be something that you were considering; now it is something that you simply can’t ignore.
What Does This Mean For You?
UA is a completely reworked incarnation of the Analytics tracking code. Here are a few of the main differences between GA & UA.
For experienced users, it looks like Universal Analytics will allow a much clearer view of customers’ behaviour. This could take the use of Analytics from a broad marketing analysis to a comprehensive business analytics tool. We will be able to closely examine customer behaviour, which will, inevitably, have an impact on where we focus time and money on marketing strategies.
Will It All Be Plain Sailing?
Once users have upgraded, customised and familiarised themselves with the new tracking code, custom dimensions and the promised new array of reporting features, Universal Analytics should offer a lot more in terms of marketing and business analytics than GA does at the moment. However, there are some features in GA that are not currently available on UA:
For businesses hiding from the upgrade to Universal Analytics one thing is certain; you can’t hide forever. All GA users will automatically be upgraded, so it is up to you whether you would prefer to take matters in your own hands or sit it out and wait for the inevitable. Google have released information about Universal Analytics, how it will work for users, and detailed information on how to upgrade. So maybe it’s time to jump, before you get pushed…..
If you’re worried about the upgrade or want to know how to get the best out of Analytics, get in touch.