Universal analytics is the evolution of Google analytics. With the increase in the internet browsing through mobile, tablet & other devices, it has become challenging to understand analytic data from multiple sources & use it effectively. Analytics helps understand the information & use it to increase revenue. Google’s universal analytics helps business address many such concerns easily. Universal analytics helps in performance of the mobile apps, how customers interact via an array of devices, online/offline data sync, & others. Mobile apps report helps in understanding how apps are doing, their crash report, which versions are working better & others.
It uses analytics.js tracking code & paste it to head section of the website. The javascript library has been changed to analytics.js from ga.js. Google Tag Manager can also be used to implement Universal Analytics. Some of the other features available include multi platform tracking, custom dimensions & metrics, select new feature releases & others. All these features can be used to understand how the website is performing across a range of devices & increase its functionality. With the increase in the social media & networking, deep data analysis needs to be done to drive traffic & Reg.