Universal Analytics Now Out of Beta in Google Analytics

Universal Analytics Now Out of Beta in Google Analytics

This week, Google announced that they had taken Universal Analytics out of beta in Google Analytics. In Google’s words, Universal Analytics is an upgraded platform able to aggregate data from devices beyond smartphones and desktop computers. And now that Google has pushed it through the beta phase, Universal Analytics is a complete package, with all the functionality of Classic Analytics as well as several new and exciting features whose focus appears to be granting analysts the ability to fine tune data to meet business goals and strategy. Among the new features in Universal Analytivcs is the ability to specify a time frame, or what is called a timeout in analytics speak, for sessions and campaigns. Being able to set a session timeout, which is a single visit to a website and all of the visitor’s interactions with said website therein, is key, most especially for websites that host videos whose duration is longer than 30 minutes. In the Google Analytics Academy course, Google Analytics Platform Principles, course instructor Justin Cutroni brought up this exact scenario. The default session timeout in Google Analytics is 30 minutes, so if a website hosts a video whose length is beyond that, the Google Analytics of yore would end the visitor’s session after 30 minutes due to inactivity. Now, Universal Analytics allows analysts to tweak session timeout length, which is vital in collecting accurate data. Another new feature being introduced with Universal Analytic is time zone based processing, which like it sounds, is exactly what it does. Google Analytics data will no longer be subject to the time at Google’s headquarters on the west...