Enterprise-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.