Measure More with Google’s New Universal Analytics

Posted by: Chris Marentis

Measure More with Google’s New Universal Analytics


Like it or not, your customers aren’t just sitting at computers anymore. They’re on the go, using their mobile phones, tablets, and more to guide them. While this might make it a challenge for your company to reach them, it’s also an opportunity to connect with them on a more personal level. However, marketers we’ve talked to are sometimes overwhelmed at the prospect of tracking and measuring their mobile marketing. Fortunately, Google has come up with a solution to this problem.

traffic sources going  to your website!

We in the local social media marketing industry can’t get enough of Google Analytics, and with the launch of Universal Analytics, it’s even more powerful. The new Universal Analytics goes beyond Google Analytics, measuring the way your customers engage with your company on their mobile phones or other devices.

Learn More with Multi-Channel Analysis

The true value of Universal Analytics comes when the data reveals which marketing channels are most valuable for your business. If you use the new tool to evaluate the success of your mobile apps, social media interactions, and even offline interactions, you’ll get a clear picture of each medium’s performance. With that information, you’ll be able to make sound decisions about your marketing budget and ensure that each marketing dollar is spent wisely.

With Universal Analytics, the ultimate goal is to find a way to better serve your customers, who are becoming accustomed to receiving relevant, customized content through the use of mobile technologies. The tool helps you identify your customers’ needs so that you can make it easier for them to shop and buy your product.

Get Set Up with Universal Analytics

If you’re not using Google Analytics, you’ve been missing out on great information about your local internet marketing. But it does make it easier for you to set up Universal Analytics. When you set up your Analytics account, just choose to set up Universal Analytics as well.

If you’re already using Google Analytics, setting up Universal Analytics involves just a few steps. You’ll need to set up a new web property. This tells Google what you want it to start tracking. For each web property, you’ll have the option to use Universal tracking or the standard tracking. Needless to say, we recommend the Universal option.

After you’ve made your selections, you’ll get a JavaScript snippet to add to your website. If you’re planning to measure your mobile apps, Universal Analytics will provide you with the tools you need for implementation. Thankfully, Google provides users with a guide for developers. Also, Google’s Tag Manager enables you to manage your analytics without having to change the codes you’ve added to your website and mobile apps.

Now’s the time to connect with your mobile users, and with Universal Analytics, it’s now easier than ever.

Chris Marentis

For nearly three decades, Chris Marentis, Founder and CEO of Surefire Social, has been responsible for driving innovation and sales growth for large media and e-commerce brands as well as start-ups. With a long-history of counseling local businesses about their marketing efforts, Marentis provides insight on what it takes for small businesses to succeed and thrive in today’s evolving digital environment. His notable career includes creating the foundational blueprints for online marketing, e-commerce and content branding for AOL’s Interactive Marketing group, where he served as Senior Vice President. While CEO of Clearspring Technologies, Marentis developed one of the most widely adopted venture-backed Web 2.0 technology platforms. Marentis is a frequent speaker at local digital marketing conferences and a contributor to SMB and technology-focused publications.

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