universal analytics (webexpo prague 2013)

Jan Tichý @jantichy

Universal Analytics

User centric

Source: http://seo-hacker.com/developing-user-centric-content-strategy/

Single user ID

f47ac10b-58cc-4372-a567-0e02b2c3d479

Multiple devices & browsers

Source: http://analytics.blogspot.cz/2012/10/universal-analytics.html

New tracking code

<script>ga=window.ga||function(){(ga.q=ga.q||[]).pushs=a.createElement(f),t=a.getElementsByTagName(f)[0];s.async=true;s.src='//www.google-analytics.com/analyt

ga('create', 'UA-123456-1');ga('send', 'pageview');

</script>

https://developers.google.com/analytics/devguides/collection/analyticsjs/

Tracking from anywhere

Measurement protocol

www.google-analytics.com/collect?v=1&tid=UA-123456-1&cid=202574990.757069417&t=pageview&…

https://developers.google.com/analytics/devguides/collection/protocol/v1/

Mobile apps tracking

Daily costs uploads

https://developers.google.com/analytics/solutions/articles/cost-data-import

Custom dimensions & metrics

https://developers.google.com/analytics/devguides/collection/analyticsjs/

Multichannel attribution

Data-driven attribution

http://analytics.blogspot.cz/2013/08/data-driven-attribution-better.html

Campaign management

Segment builder

https://support.google.com/analytics/answer/3249729

User segmentation

http://cutroni.com/blog/2013/07/16/google-analytics-segmentation/

User segmentation

http://cutroni.com/blog/2013/07/16/google-analytics-segmentation/

Sequence segmentation

http://cutroni.com/blog/2013/07/16/google-analytics-segmentation/

Cohort analysis

http://cutroni.com/blog/2013/07/16/google-analytics-segmentation/

Better Adwords integration

http://analytics.blogspot.cz/2013/07/bid-adjustment-reporting-in-google.html

What is still missing?

• Custom user ID coupling

• Individual user reports

• Individual user paths

• Offline conversions & revenues import

• Usable A/B and multivariate testing

Sometime or never?

• E-Commerce transaction cancellation

• Asynchronic collection, statistics recalculation

• Daily-based metadata

• General structured data import

• Advanced BI tools

• Social data and events beyond the web

• Heatmap & session tracking analysis

Jan Tichý @jantichy

Questions?