1. Jan Tichý
@jantichy
Universal Analytics

2. User centric
Source: http://seo-hacker.com/developing-user-centric-content-strategy/

3. Single user ID
f47ac10b-58cc-4372-a567-
0e02b2c3d479

4. Multiple devices & browsers
Source: http://analytics.blogspot.cz/2012/10/universal-analytics.html

5. New tracking code
<script>ga=window.ga||function(){(ga.q=ga.q||[]).push
s=a.createElement(f),t=a.getElementsByTagName(f)[0];
s.async=true;s.src='//www.google-analytics.com/analyt
ga('create', 'UA-123456-1');
ga('send', 'pageview');
</script>
https://developers.google.com/analytics/devguides/collection/analyticsjs/

6. Tracking from anywhere
Measurement protocol
www.google-analytics.com/collect
?v=1
&tid=UA-123456-1
&cid=202574990.757069417
&t=pageview
&…
https://developers.google.com/analytics/devguides/collection/protocol/v1/

7. Mobile apps tracking

8. Daily costs uploads
https://developers.google.com/analytics/solutions/articles/cost-data-import

9. Custom dimensions & metrics
https://developers.google.com/analytics/devguides/collection/analyticsjs/

10. Multichannel attribution

11. Data-driven attribution
http://analytics.blogspot.cz/2013/08/data-driven-attribution-better.html

12. Campaign management

13. Segment builder
https://support.google.com/analytics/answer/3249729

14. User segmentation
http://cutroni.com/blog/2013/07/16/google-analytics-segmentation/

15. User segmentation
http://cutroni.com/blog/2013/07/16/google-analytics-segmentation/

16. Sequence segmentation
http://cutroni.com/blog/2013/07/16/google-analytics-segmentation/

17. Cohort analysis
http://cutroni.com/blog/2013/07/16/google-analytics-segmentation/

18. Better Adwords integration
http://analytics.blogspot.cz/2013/07/bid-adjustment-reporting-in-google.html

19. What is still missing?
• Custom user ID coupling
• Individual user reports
• Individual user paths
• Offline conversions & revenues import
• Usable A/B and multivariate testing

20. Sometime or never?
• E-Commerce transaction cancellation
• Asynchronic collection, statistics recalculation
• Daily-based metadata
• General structured data import
• Advanced BI tools
• Social data and events beyond the web
• Heatmap & session tracking analysis

21. Jan Tichý
@jantichy
Questions?