In our first Universal Analytics blog we looked at what it involves. Today we dig a little deeper into the features Google’s new Analytics holds, focusing in on the expansion of the tracking abilities. For any business, ecommerce or not, knowing how your customers are interacting with your brand across all channels is essential to gain a true understanding of your audience. In this post we focus on ecommerce, however it is important to note that the benefits are not exclusive to these businesses only.
Measurement Protocol provides a large amount of benefits to retailers who trade offline either through a physical store or over the phone with a website, encouraging an Omni-channel business model. In the past those wanting to track telephone calls of this type in Google Analytics would have had to resort to a paid service. Instead, by using HTTP requests Universal Analytics enables you to integrate data from call centres, POS systems and more! This offline tracking gives increased insight into the customer’s journey by switching between online and offline. By integrating your CRM system you can see the trends in how your customers interact with the different elements of your business.
Compared to the traditional Google Analytics the user is now allocated a user ID so that businesses can see users across devices, whereas previously a unique visitor was limited to an individual device. To do this, Google drops a cookie which identifies the user each time they visit; this cookie expires after 2 years of inactivity. A sign-in is required to activate this feature. Additionally, using the new device overlap report which is due to be released soon, you can identify the value of cross devices by displaying the revenue generated by customers using more than one device in the buying process. This will give you insight into the importance of optimizing your website for certain devices.
Social Interaction & Engagement
Social media is becoming an ever present part of the buyer’s journey. Therefore being able to track the interaction and engagement in your social media campaigns is important to see what your customers are interested in. In the past Analytics has only indicated which pages of your website were shared; now businesses can track how many Likes, +1’s and followers to see the extent of their social media engagements.