In October 2013, Google launched a beta version of Universal Analytics using an API that allows firms to import their own datasets into the web giant’s analytics system and has now rolled out the system for all Google Analytics customers in a public beta version.

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.

Pricegrabber.com was one of the initial beta customers that used Universal Analytics to understand consumer shopping behaviour.

Its vice-president for marketing Rojeh Avanesian commented: “We can use Google Analytics’ metrics to segment our users in a way that improves and simplifies the shopping experience for consumers.”