The Future of Google Analytics - What You Need to Know


In the last couple of weeks Google has been rolling out ‘Universal Analytics’ as a beta* release around the globe (announced in Oct ‘12).

Universal Analytics will potentially offer clients improved ROI measurement and reduced costs –

·         More user or customer centric rather than visit centric reporting

·         Tracking for a wider range of devices (call centre systems, point of sale systems, etc)

·         Easier access to more functionality that previously required programming time

·         An essentially unchanged user interface


There are a few features that are in the existing, but not yet in the new version.

Significant new enhancements will be available only for the new version as the old inevitably goes through the classic end of life process*.

Do you need to do anything?

No, not yet. There will be a migration strategy for existing analytics users but that is not available yet.

*Google is very conservative in their approach to the product introduction and end of life process. Beta releases are typically more stable and highly featured than many companies’ production releases and the end of life process is very measured – they tend not to want to frighten the horses!

Strategy

When you set up a new account you should do so with the new tracking code.

For existing Toucan clients, we will upgrade when there is a business need for a specific new feature or some significant event such as a site replacement. At that point we will also consider moving over to Google Tag Manager which greatly simplifies the code on the site, offers version control and will allow us to manage the tracking code without recourse to the site developers every time.

If you have any questions regarding 'Universal Analytics' please feel free to contact us!

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