May 25, 2018
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Google's new Universal Analytics does away with the standard Google Analytics cookies and instead uses universal tracking IDs. This means a business can now follow customers from the first time they visit the store’s website all the way to their first purchase and beyond.
Last October, Google announced the limited beta of Universal Analytics, an effort to bring new features like cross-platform and mobile app analytics, as well as the ability to incorporate data from offline sources, to Google Analytics. Today, it is opening up Universal Analytics to all Google Analytics customers.
As Google argued when it first announced this change, “measurement today is evolving from technology that counts site traffic into a broader system that measures your effectiveness in advertising, sales, product usage, support, and retention.” Universal analytics is meant to help business owners “to understand the changing, multi-device customer journey,” as Analytics product manager JiaJing Wang writes in today’s announcement.
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