Universal Analytics from Google Analytics presents a change of focus, moving from a visit-centric approach to tracking website data, to a user-centric approach. As such offline conversions can now feature in your digital marketing reporting.

In this video Gemma explains how Universal Analytics aims to provide a fuller user journey for users that log into your site through its ability to implement multiple browser tracking and multiple device tracking.

Universal Analytics also offers the ability to integrate offline activity by pushing data to Google Analytics.

The opportunity to augment your website data with other key data sets is vast; for instance you can track store footfall or point of sale information in order to create a clearer fuller picture of your customer base.

Need assistance in optimising your analytics approach or need help to optimise an account that’s already in place? Why not contact Koozai today and start working with a quality award winning Digital Marketing agency: http://www.koozai.com/blog/category/analytics/

For more information on Google Analytics and how you can understand your website and its users better, why not download our free ‘Practical Guide To Google Analytics For Business’ whitepaper: http://www.koozai.com/resources/whitepapers/the-practical-guide-to-google-analytics-for-businesses/