In October of 2012, Google released a limited beta version of Universal Analytics for businesses to track customer behavior across multiple web-based devices. According to the Google Analytics blog, the Universal Analytics tool has recently been expanded into the public beta as a tool for all Google Analytics members to use for improving site performance and consumer interactions.
Google’s blog post cited an overwhelming amount of data from multiple sources as the major obstacle for businesses in organizing how their brand and content is being received. While the data growth continues to be a challenge for businesses, Google believes it is also an opportunity to gain insight on how best to generate leads, improve ROI, and determine which channels drive the most interaction. According to Google, Universal Analytics allows users to track customer interaction and site performance on a business’ website, iOS and Android apps, and any other platform for which their content is optimized.
PriceGrabber.com was one of the initial limited beta users of Google Universal Analytics. Rojeh Avanesian, VP of Marketing at PriceGrabber, stated, “We know it’s important to understand consumer shopping behavior so we can provide a more customized experience to our users. Google’s Universal Analytics will solve this problem for us and many sites that are facing this challenge and help us serve our users better by providing them with more relevant content and shopping results.”
The rapidly growing pool of data is forcing businesses to invest in tools that help them to adequately organize and understand how consumers are interacting with their brand. With Google Universal Analytics, businesses have the opportunity to further track engagement and gather insights for improving site performance.
Photo courtesy of Google Analytics Blog