Digital Analysts are constantly faced with the “Doppel­gänger” measure­ment anomaly caused by the multi-browser, multi-device world we live in.  Tradi­tion­ally, if a visitor started looking at a product on a desktop at home, then on a mobile device on the way to the office, and then on a laptop at the office, Digital Analyt­ics pack­ages would count that person as three visi­tors.  Digital Analysts would then opti­mize for three visi­tors, and Senior Lead­er­ship would plan for three visi­tors.  Track­ing visi­tors across multi­ple browsers and devices is a power­ful benefit of Univer­sal Analyt­ics.

One Visitor. Three Versions.

Google Analyt­ics offers the Univer­sal Analyt­ics track­ing code in three editions to cover online activ­ity:

Devel­op­ers can “recog­nize” users (gener­ally through a log-in) and then use custom vari­ables in Google Analyt­ics to iden­tify visi­tors across plat­forms.  With Univer­sal Analyt­ics on all of your online touch points, you can stitch together inter­ac­tions and build customer behav­ior profiles.  Multi-touch point data insights can include:

  • The average time between first the (or last) inter­ac­tion and conver­sion
  • Full conver­sion paths includ­ing devices
  • The average number of visits on all devices before conver­sion
  • How engaged the same customer was on differ­ent devices

I Want It All!

Each Univer­sal Analyt­ics edition comes with its own syntax and tech­ni­cal require­ments.   Refer to the Google Univer­sal Analyt­ics Upgrade Center for specifics about moving your account to Univer­sal Analyt­ics.  If you need help, thetech­ni­cal gurus at Search Discovery are happy to assist with your imple­men­ta­tion – in any version.