Customer insights with Google Analytics

Customer insights with Google Analytics

Whoever said knowledge is power would be smiling at Google's newish Universal Analytics, but will you bother to understand it when forced to upgrade?

Whoever said knowledge is power would be smiling at Google's newish Universal Analytics, but will you bother to understand it when forced to upgrade?

User Behaviour and eCommerce enhancements with Universal Analytics ('UA')

User ID tracking is that scary stuff people think invades their privacy. Maybe it arguably does, but no names are linked to the data. It means you will be able to group data from the same origin, effectively to compare how different "users" behave on the site.

The first is new logic around cart and order process such as tracking when users add or remove items and abandonment.

It's like watching CCTV footage of a customer browsing in a store, first taking a t-shirt off one rack, finding another, dropping the first shirt, or leaving without either item. Imagine learning that clothes displayed near the change room never sell.

The Affiliate Code function counts referrals from other sites and from pages within your site, to give insight into marketing effort. It allows you to tell if hero (feature) banners are creating purchases or if one marketing campaign on a site earns more success than another.

The eCommerce performance metrics are also handy, but most businesses should already have access to that data through their platform, POS or ERP system.

Plus it does more small things. It talks to more devices so you track more users. The layout is customisable, which in our opinion doesn't add value, but we do all like to play in different ways.

Tagging tacticians may have achieved some of the above solutions already, but what we are hearing is that it is now more logical for developers, there is minimal or no impact on page loading and results are easier to understand.

Is it just another "U" dominated abbreviation to compliment UI, UX, USB, and URL? Possibly.

Is it just another digital monopoly forcing us to upgrade, like Facebook and their messenger App? Probably. But unlike the scant additional value in the Messenger App, Universal Analytics will improve your digital experience and business goals if you give it a little love.

Find out more from the source here:

https://support.google.com/analytics/answer/2790010?hl=en
https://www.google.com.au/tagmanager/

What will you track today and discover tomorrow?

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