Universal Analytics And Its Benefits To Your Business

Source: Google Analytics Blog

Source: Google Analytics Blog

Most Google Analytics accounts can now be upgraded to Universal Analytics. It is an upgraded version of Google Analytics and with that upgrade comes a number of benefits.


Universal Analytics is Google’s response to today’s fast growing technology. A bulked up version of Google Analytics, it is Google’s answer to new measurement challenges that come with changing habits of users users visiting your site through a multitude of devices and screens:

“Universal Analytics is the re-imagining of Google Analytics for today’s multi-screen, multi-device world and all the measurement challenges that come with it. Since we launched UA in beta, we’ve seen some exciting use cases. Today we’re happy to finally announce: Universal Analytics is out of beta and everyone can use it with the same robust set of features you’re used to with classic Analytics!” – Google


Of course, being an upgraded version of Google Analytics, Universal Analytics will have many features to look out for. Here are some of those features.

1. USER ID. With unique user IDs, you can now associate your multitude different devices and sessions with your engagement data. To implement this, unique user IDs will have to be generated and assigned to users . Along with that, you have to send those IDs to Google Analytics when you send reports.

2. Accessible Configuration Options. From your account Admin page, you can now control the following:

  • Have more configuration options for search term exclusions
  • Have more configuration options for referral exclusions
  • Have more configuration options for session and campaign timeout handling

3. Be updated whenever new updates and features are out. Universal Analytics has all the standard tools found in Google Analytics but along with the upgrade, you get full access to new features unique to Universal Analytics.


With User ID, you can get more accurate data on how users are interacting with your site. While before, the technology was unable to determine if the same user visited your site from different devices. Because the web has become more complicated and sophisticated, just web-based analytics won’t cut it. Not only does it track visits but it also tracks visitor behavior and track their activities across the web with any web-enabled device.

  • Offline Conversions. From any mobile gadget to to cash registers POS terminals, using any web-enabled device, we can now send data to Google Analytics.
  • Specific User Timings. You can now track how much time your websites and apps took long to load.
  • Add Custom Search Engines. You can now have your visitors come up as organic search with addition of custom search engines referring to your site.
  • Exclude Some Search Terms In Your Reports. An example of this would be the removal of your domain name and your brand from organic search reports. These would now become direct traffic and would enable you to reach out to those who do not know your brand.
  • Configure session timeouts. The default session timeout is 30 minutes but with Universal Analytics, you can now set it to your custom specifications.

Reference: Google Analytics Blog

Source: Seer Interactive Blog

Source: Seer Interactive Blog


Want to know how we can harness the benefits of  Universal Analytics to your business? We at Walter Analytics will be happy to entertain your queries.

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How Your Colour Choices Affect Conversion

What elements of your site compels users to convert? Do you think it has something to do with your sites’s  colour scheme? Read on to learn more about how to harness the effects of colour.

Source: KISSmetrics

Source: KISSmetrics

When Performable changed the colour of their CTA button from green to red, they saw a 21% increase  in conversion. And when Ript Apparel changed a CTA button color from read to yellow, they saw a 6% increase in sales. Why is that? How big an impact do color choices make in your conversion rates and sales?

As humans are very visual. And with that comes the effects in our perception, mood, behaviour and decisions, with colour being the stimulus. So how can colour affect your chances of conversion and sales?

Is Remarketing for you?


Perfect Audience Remarketing Ad in Facebook
Source: Supplied

Ever noticed how you get ads for products that you recently viewed on a site? Remarketing is accessible to you.

Not everyone who visits a particular site signs up or buys a service/product straight away. And not everyone who receives your email newsletters will act on said emails right away. How would you like to set up a system where your ads follow your potential customers around the web and remind them of your business? Here is where Remarketing comes in.


Remarketing is a system that helps you reach out to potential customers who have recently visited your site, viewed your products and/or opened your emails. When they leave your site without buying anything or signing up for a service, remarketing helps you reconnect with them, and remind them of your product.

Apple Opens iAd Platform To More Businesses

iAd Logo

Source: Apple Inc

What used to be available only to a select few [developers, in particular] will now be available to more businesses. Four years ago during its launch, the price to run an ad campaign on iAd cost a cool $1 million. Now? With a minimum of $50, even small businesses can run their ad campaigns in the iAd platform. What does this mean for small businesses? Simple. You can now utilize the iAd platform to reach out to a larger market — the  iOS consumer base, in particular.


With iAd, you can now reach out to millions of iOS consumers worldwide. You can now connect with Apple device users everyday as they listen to iTunes Radio or while they are using their apps from the multitude selections found in the App Store. It’s as easy as clicking the link to your ad, watch your videos, explore your product offerings or make purchases without disrupting what they’re doing. It’s as seamless as it can get.

Facebook is ending Sponsored Stories

Facebook is changing!

Facebook just announced they were phasing out their controversial but very successful Sponsored Stories ad units as of April. Even though the format received a lot of criticism, Sponsored Stories have always been one of the most easy to use, efficient and cost-effective Facebook advertising formats. The news brought cheers from most members who found them annoying and frustration from most brands that relied on them. Facebook is probably relieved.

Why are they doing it? WHY Sponsored Stories?

In August 2013, Facebook faced a class-action lawsuit over the Sponsored Stories format. Simply, users charged that the ads were a violation of their privacy. The lawsuit was settled for $20 million and forced Facebook to create an opt-out feature, which Venturebeat estimated added another $100 million to Facebook’s costs. It may be true that those numbers are not a lot of money by Facebook’s standards, but the publicity and resulting lawsuit did create some damage to the company’s public reputation. No one can afford that!

What are Sponsored Stories?


Sponsored Stories appear on the user’s home page. Simply, if a friend interacted with a sponsored page, app or event, the interaction would appear as a sponsored ‘story’ in the news feed.

But since its inception in 2011, privacy issues were raised, because the brands did not ask for permission from the user to advertise their products. Sponsored Stories suggested pages a user might enjoy, as their friend’s had interactions with the sponsored page or post. It is a very effective way for brands to reach their targeted audience.

How does this affect e-Commerce? What does this mean for those that Market on Facebook?
Online marketers and business owners are going to have to get a little more creative and interactive with their advertising content. But don’t worry, if Facebook is your social media outlet of choice, there are many great options left on Facebook to advertise your brand. Facebook is working hard to make that so.

For instance, sponsored story’s ‘social context’ format of sponsored story ads where ‘friends’ are featured in the ad — will now be placed in all of Facebook’s advertisements. If a user sees a brand’s ad and their friends have ‘Liked’ it, that information is now included automatically.

Plus with the elimination of Sponsored Stories, many project that even more new opportunities will emerge for brands. Certainly one nice element to all of this, is businesses no longer will need to purchase both Sponsored Stories and additional ads.

In conclusion, it is well documented that social interaction and ‘word-of-mouth’ marketing like Sponsored Stories, definitely influences consumers. In fact, research (from Nielsen to Datalogix) concludes that social context advertising drives awareness thereby increasing a brand’s ROI. So this is a win-win situation for brands and for Facebook. Online marketers and business owners get to create new and inventive word of mouth marketing content and there will no more lawsuits for Facebook, at least not in regards to Sponsored Stories. It is a brave new world out there and with ‘content as king’, online branding through social media is only going to get more innovative and exciting.

If you have questions or need suggestions about great alternatives of Facebook Sponsored Stories, feel free contact us directly and we will be happy to assist you.

For latest news about Digital Advertising please visit our Facebook Page: https://www.facebook.com/walteranalytics.

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