Through a new “measurement protocol”, product manager Manav Mishra says companies can feed their own data about their customers and business into their Google Analytics account, establish customised metrics and analyse how people are interacting with their brand through tracking of multiple touchpoints – including PC, mobile and tablets.

Mishra says “measurement is evolving from technology that counts site traffic into a broader system that measures effectiveness in advertising, sales, product usage, support and retention”.

Customers of Google’s Premium analytics offering are able to request access to the Universal Analytics beta here.