Do more with Universal Analytics and UserReport!

Rune Werliin
By Rune Werliin

Earlier this year Google Analytics launched their new Universal Analytics after a long period of beta testing. Likewise UserReport has been conducting a beta with a few partners to make our Google Analytics integration work with Universal Analytics – and last week it went live on all accounts!

Getting started

If you’re already running Universal Analytics on your Google Analytics account or want to upgrade because you already know all about it, you’ll find instructions on setting it up with UserReport in this FAQ article. If you instead want to know more about combining Google Analytics with UserReport and also wonder what Universal Analytics can bring to the table – then read on!

Why combine Google Analytics and UserReport?

By integrating UserReport with Google Analytics you can combine Google data like page views, e-commerce and bounce rate with all your UserReport data – like satisfaction, gender, income, age, education and even your custom survey questions. This can give you some very valuable insights. Let’s take a quick example:

A quick example

Let’s say you own an online petshop! So through your survey, you’ve asked people if they own a cat or a dog. Through Google Analytics you know about average page views, average shopping cart value and so on. When you add in the “cat or dog owner” question data from UserReport you can suddenly segment all your Google data by “cat or dog owner”. So you might find that dog owners have a much higher shopping cart value than cat owners. That’s pretty neat, because you’ll then know those users are of more value to you and you should spend more money advertising towards those users!

What Universal Analytics brings to the table

Universal Analytics is basically just what Google is calling the next big version of their tracking code. One of the benefits is more or less obvious from the name “Universal”. You can now to some extend track the user across several devices and even in native apps. The caveat of course is you still need to provide Analytics with a Unique ID on users – for instance if they are logged in.

But Universal Analytics offers a lot more than that. The first step is to dive into the settings which delivers a lot more possibilities to customize – just to name a few:

  • Set your own session and campaign time out parameter
  • Add search engines
  • Exclude internal referrals

Universal also offers a lot flexibility with custom variables which is now called custom dimensions and metrics. This means you can now easier access and segment by data from UserReport in your Google Analytics reporting tool.

Further information

For further information about Universal Analytics and upgrading visit Googles developer blog here or the official launch info here

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