Google Universal Analytics Beta

Last October, Google announced the limited beta of Universal Analytics, an effort to bring new features like cross-platform and mobile app analytics, as well as the ability to incorporate data from offline sources, to Google Analytics. Today, it is opening up Universal Analytics to all Google Analytics customers.

As Google argued when it first announced this change, “measurement today is evolving from technology that counts site traffic into a broader system that measures your effectiveness in advertising, sales, product usage, support, and retention.” Universal analytics is meant to help business owners “to understand the changing, multi-device customer journey,” as Analytics product manager JiaJing Wang writes in today’s announcement.