Universal Analytics: the user at the heart of analytics.

shukla7789 · Post by **shukla7789** » Tue Apr 22, 2025 4:53 am

First unveiled at the GACP 2012 summit, Google has just made the beta version of its new web analytics solution, Universal Analytics (UA), available to the general public. You can now choose between the "classic" version of Google Analytics (GA) or its "Universal" version when creating a new account.

Universal Analytics

But what exactly are the main changes made in this new version? And what are the impacts of these changes on e-marketing?

Features & New Features
With UA, Google is making 3 fundamental changes to data collection and organization:
1. UA is user-centric. GA oman mobile database uses a visit-centric measurement system. From now on, prospects/customers are at the heart of its analysis. With UA, Google is completely changing its paradigm. From now on, it will be possible to no longer count as different visitors the same person who visits a website via different sessions and/or different devices.

Let's take an example: A prospect is looking for a web agency for an SEO mission. She visits the Stratenet.com website several times and finally decides to contact the agency by email to make an appointment. Since the site's objective is to generate sales leads, sending the email can be considered a conversion. The prospect visits the Stratenet website a total of 3 times via 3 different devices: - A 1st time with her iPad2 from home, - A 2nd time with her Galaxy S4 Smartphone from the station where she is waiting for her train, - A 3rd time with her computer from her office. Currently, Stratenet's GA will count these 3 connections as 3 different people (3 unique visitors) since they come from 3 different devices. But UA and its "user-centric" approach will count these 3 connections as belonging to a single person and, therefore, only record a single visitor (returning visitor) regardless of the device used. As you will have understood right away, the data generated by UA is therefore much more precise and therefore more reliable than that of GA.