Melbourne Marketing Agency's View on the New Universal Analytics Upgrade

Google Analytics has recently released a new upgrade - Universal Analytics. The Universal Analytics upgrade gives you access to improved data processing, new collection methods and more analysis tools.

Google Analytics has recently released a new upgrade - Universal Analytics.

The Universal Analytics upgrade gives you access to improved data processing, new collection methods and more analysis tools.

However when setting up universal analytics, you will need to complete two steps to get full access to the features. We followed the prompts to transfer our account to universal analytics however we did not complete the second step of implementing the new tracking code. The old code actually needs to be replaced by the new one - this will need to be implemented by a developer (or someone with technical knowledge).

If you haven't upgraded yet, don't worry. All Google Analytics properties will soon be required to use Universal Analytics and will be auto-transferred in the future. We recommend doing the transfer at overnight because it could take between 24 - 48 hours to complete the process.

Analytics enables you to track the success rate of any search engine marketing campaign and give you an indication as to whether your SEO strategy is working.

One of the great features of this upgrade is that it opens up the ability for you to measure individuals as they travel between different devices. This is assuming that you can get your visitors to identify themselves as they engage with you.

Do you regularly check your analytics? If not, then you could be missing out on valuable feedback to help track your online marketing campaigns. The most important metrics to focus on are click rates, open rates and conversion rates. These figures can help you determine whether or not you are heading in the right direction, and avoid wasting time and money on campaigns that are not working.

The other thing to point out is that you don't need to jump into migrating now. We recommend reviewing your implementation and planning out your migration so you don't miss anything important. This is an opportunity to review where you are at, plan what you want and then begin your upgrade.

By keeping a finger on the pulse of digital media, your business can hopefully keep moving forward, and growing into the future.

Our marketing assistant at Next Marketing - Melanie Gray has recently completed the Google Analytics certification to become a certified Analytics professional. During that process and since that time, Analytics has been top of mind in our office. If you require some help with your digital marketing, feel free to drop us a line at 03 8060 8544 or visit our website at www.nextmarketing.com.au

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