Google’s ‘Universal Analytics’ Offers Integration Tools For Enterprise Users

google-analytics-iconEnterprise-level Google Analytics users have some new integration tools at their disposal with today’s launch of what Google is calling Universal Analytics.

It’s a service that lets larger users tailor Google Analytics by integrating their own data into Google Analytics. They’ll be able to use Google’s new Measurement Protocol APIs. Google touts the service’s ability to give companies better cross-device and cross-channel measurement capabilities.

Universal Analytics, via the Measurement Protocol, lets you sync your own data from across various marketing channels, so you can discover relationships between the channels that drive conversions.

The service doesn’t create any new reports; it integrates the new data and metrics into existing GA reports.

Universal Analytics is currently only being offered to a limited number of beta users. Interested parties can request access here.

Related Topics: Channel: Analytics | Google: Analytics

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About The Author: is Editor-In-Chief of Marketing Land. His news career includes time spent in TV, radio, and print journalism. His web career continues to include a small number of SEO and social media consulting clients, as well as regular speaking engagements at marketing events around the U.S. He recently launched a site dedicated to Google Glass called Glass Almanac and also blogs at Small Business Search Marketing. Matt can be found on Twitter at @MattMcGee and/or on Google Plus. You can read Matt's disclosures on his personal blog.

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