Universal Analytics: How Will You Get the Most Out of It?
All sites currently using Google Analytics now need to upgrade to Google’s Universal Analytics (UA). But rather than just installing the updated code, be sure to take full advantage of the new collection and reporting features that every nonprofit can (and should) benefit from.
Why? Because Google Analytics is positioning itself to be your one-stop shop for user data across all your online and offline interactions.
Functionality previously only available through more expensive applications, such as Adobe Analytics, are now available within UA. Out of the box, UA looks remarkably similar to Classic, but its power lies in its ability to collect a broader range of data and build more detailed custom reports.
Custom configurations of UA make it possible to pull in data across many systems (including your Client Relationship Management System (CRM) or email marketing tool) and map that data to online user engagement. Universal Analytics now provides the tools to connect user attributes to both interactions with your site and offline actions, providing you with a more robust idea of a user’s experience interacting with your organization.
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