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Updated by Stephane Hamel on Jan 09, 2015
Headline for Top benefits of Universal Analytics
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Top benefits of Universal Analytics

Much have been said about the benefits of Universal Analytics. Here's your opportunity to chime in, share surprising benefits you have discovered, and vote on the most valuable outcomes of migrating to UA.


Easier administration and configuration

Manage your accounts, properties, views, and users. Use the Analytics Admin page to manage your accounts, properties, views, and users. Click Admin at the top of an

User ID feature

The User ID lets you associate engagement data from multiple devices and different sessions with unique IDs. Each unique User ID is considered to be a unique user in Google Analytics, so you get a more accurate user count in your reports.

Measurement Protocol

The Google Analytics Measurement Protocol allows developers to make HTTP requests to send raw user interaction data directly to Google Analytics servers. This allows developers to measure how users interact with their business from almost any environment. Developers can then use the Measurement Protocol to:

Custom dimensions & metrics

Custom dimensions and custom metrics are like default dimensions and metrics in your Analytics account, except you create them yourself. You can use them to collect and analyze data that Google Analytics doesn't automatically track.

Enhanced Ecommerce

Even with the best products and merchandising, your site design and engineering have to effect a great user experience, from browsing products and finding specs to filling shopping carts and completing transactions. The Shopping Analysis reports give you a detailed look at how users engage with your content in terms of viewing products, and adding or removing them from shopping carts; along with initiating, abandoning, and completing transactions.