Universal Analytics, what comes after Google Analytics

Collaboration – November 20, 2013

Last week, I watched a Webinar given by Stéphane Hamel, instructor at Cardinal Path. Webinars are offered to people who have undergone training at home. There is one offered per month, and this month, his topic was Universal Analytics. Mr. Hamel explained in detail what exactly Universal Analytics is and when to migrate data. Subsequently, it was explained what it meant to increase the number of keywords, such as “Not Provided” in Google Analytics.

Universal Analytics offers a different way to collect and organize data. This tool allows you to better understand how visitors interact with the content of your web site. With this tool, there will be fewer codes to generate and the configuration will be done from the ‘Admin’ report. Universal Analytics in fact, allows you to collect all data, regardless of the type of device being used (computer, tablet, smart phone). In addition, this new version seems particularly interesting with regards to how it presents the data collected.

The other question is to know when to do the migration. Currently, Universal Analytics is still in a beta version, so remarketing, online campaigns and the demographic and interest campaigns are not yet supported. Changes to the new platform are not complete. It is suggested that there is a 2 year wait before the migration is complete. In the meantime, Universal Analytics will be more operational.

As for the “Not Provided” (and many other) keywords that appear in Google Analytics, apparently Google has decided to no longer supply key words. The goal is that we use more Google Adword campaigns to find key words and other tools. In my opinion, Google may change their mind at any time…

Finally, I would like to mention that this past weekend, I passed the Google Analytics exam (GAIQ). This review includes 70 multiple-choice questions and is entirely in English. We have 90 minutes to take the exam, in a period of 5 days, therefore, giving us the possibility to take breaks. On the SEO Moz site, they suggest finishing the easier questions first, and then returning later for the harder ones. The exam includes as much about the technical part as the practical part of Google Analytics.

So, I’m now ‘Google Analytics Qualified’!

There you go! Time to return to my analysis…


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