Sharron and I just got back from the annual
GA summit- the event that all Google Analytics Certified Partners have to
attend. There were some amazing announcements from the GA team – some private,
some public. The game changer though was the launch of “Universal Analytics”.
At its heart, this is a new and fourth version of the Google Analytics
JavaScript file which is called by any site running GA. Now called “analytics.js”,
this file will cause a change in web, no, not web, organisational analytics of
seismic proportions.
No longer will
visitors to your site receive four first party cookies from GA, but one. This
one cookie will contain a unique visitor ID that will enable your website to
read and store it when someone logs in, for example. This new “measurement
protocol” then allows you connect your information about the anonymous visitor
ID in Google Analytics. If that visitor’s ID then logs in again on your site,
but this time from an IPhone, Google Analytics understands that it’s the same
visitor using your site, but on multiple devices. Goodbye visit-centric
analytics, hello visitor centric analytics.
Because of the data
import implications – this will probably be a Google Analytics Premium feature,
but that’s my view – it’s not official. Get listed for the beta. And
find out more here.
Also check out Google’s official post on “Universal
Analytics”.
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