NEWS31 October 2012

Google makes analytics Universal

US — Google has started working with large companies to provide them with Universal Analytics, using an API that allows firms to import their own datasets into the web giant’s analytics system.

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.