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WGP Universal Analytics Breakfast Seminar


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WGP Universal Analytics Breakfast Seminar

  1. 1. 1 Universal Analytics Gabriella Janni Alex Kjellbris
  2. 2. The Next Generation of Google Analytics 2 Universal Analytics is a set of new technologies that create a better way for businesses to measure their online performance  From a visit-centric to a user-centric way of measuring behavior  Tailor GA to your needs  Integrate your own data sets  Ultimately get a more complete vision of the entire marketing funnel.
  3. 3. Consumer behavior is changing 3
  4. 4. Consumer behavior is changing 4 • Consumers use multiple devices in path to purchase • Cross-channel measurement is essential
  5. 5. Lines between online and offline are blurring 5
  6. 6. Key Technologies of Universal Analytics 6 • Connect multiple devices and sessions with the User ID. • Use the Measurement Protocol to send data into UA from any device that captures and transmits data • Use simplified and more accessible configuration options. •Create Custom Dimensions & Metrics, unique to your business. •Use Dimension Widening to push offline data into GA.
  7. 7. 7 User ID – From visits to user Measurement protocol – New way of sending data Custom dimensions and metrics – Measure everything The correlation between the 3 key features
  8. 8. 8 3 3 Current situation with Unique Visitors.
  9. 9. 9 Cross Device Measurement with User ID (new method) User ID
  10. 10. 10 Device Overlap User ID >> Cross-Device Reporting
  11. 11. 11 User ID >> Cross-Device Reporting
  12. 12. 12 Measurement protocol
  13. 13. 13 ga.js analytics.js URL: collect?.. Measurement protocol site site apps/devices
  14. 14. 14 Livetest Att skicka offline data URL
  15. 15. 15 Custom dimensions and metrics
  16. 16. 16 CONCLUSION - Costumer journey Gap examlple
  17. 17. 17 Costumer journey Gap examlple
  18. 18. 18 Costumer journey Gap examlple
  19. 19. 19 Costumer journey Gap examlple
  20. 20. So what next? 20 Universal Analytics out of beta. (Current Phase) •All features are supported •Universal Analytics is the only option for new properties •Can run Universal Analytics alongside classic Next Phase : •Universal Analytics is the operating standard for Google Analytics •Data collected from ga.js will be processed for a minimum of 2 years What are your options now? •Switch to Universal Analytics today •Run Classic and Universal Analytics alongside •Let Google switch for you
  21. 21. 21 Web Guide Partner can help you
  22. 22. 22 Key Benefits of Universal Analytics Universal analytics finally allows you to undestand the full purchase cycle your customers take so that you can gain a more complete undestanding of your data, attribute conversions more accurately, and build data-driven strategies for your business  Focus on people not visits  Measure interactions from multiple devices  Import external data, such as CRM and offline data  Customize based on your business needs
  23. 23. 23 Questions?