In October last year Google launched the beta version of Universal Analytics, a beefed-up version of Google Analytics that grabbed data from cross-platforms and mobile to give a more rounded view of social reach and ROI.

This week Google announced it is rolling out Universal Analytics to all users. 

Universal appeal

Google Analytics product manager JiaJing Wang announced the news in a blog post on Monday. 

“A typical consumer today uses multiple devices to surf the web and interact in many ways with your business. For most large businesses, already swimming in many sources of data, it’s an enormous challenge, but also an incredible opportunity.

“Today, we’re excited to welcome and invite all Google Analytics customers to try Universal Analytics,” wrote Wang.

Boon for business

With consumers interacting with brands through an increasing number of devices and platforms, measuring impact and efficiency has never been more challenging, or crucial. Universal Analytics is aiming to make the process easier for businesses and entrepreneurs.

It does this by increasing understanding of how customers interact with businesses across devices, insights from mobile apps and incorporating offline and online interactions to improve lead generation and ROI.

Universal Analytics is also user-friendly and flexible, replacing standard Google Analytics cookies with universal tracking IDs. Theoretically, this means businesses can track customers from first contact (ie on a website) all the way through to purchase.

Ready to roll

New Google Analytics users can now choose Universal Analytics when setting up their account, while existing users can upgrade to Universal Analytics by creating a new property in their Google Analytics account. 

To learn more visit support.google.com/analytics.

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