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Recap of Google Analytics Summit 2012, Day 1: What Matters

Posted at October 29, 2012 | By : | Categories : Events,Google Analytics | 2 Comments
This Summit has ended, but you can follow all past and present posts about Google Analytics Summits on our GA Summit specific page.

 

Dimension Widening will bring data import capability to GA for up to 50 Million rows of data

If you didn’t catch our Live Blog from the Summit, go read it now!  As you’ll read, there was a lot of data to churn through and lots of content!  So, I’ve written a condensed list of the major announcements and our analysis of them, what matters, and what you should do about it. Enjoy!

What Matters from the Google Analytics Summit 2012

Today marked a new approach for normally tight-lipped Google.  Having been an attendee at every GACP Summit since the first one, this is an unprecedented level of transparency and forward-looking insight.  While they’ve provided this kind of forward-view to us Certified Partners at Summits in the past, it has always been under the lock-and-key of NDA’s.  Until now.  Today, Google took the lid off the can of GA future goodies and let us – and the world – peer inside.  So, pay attention – this is big new and important news!

Universal Analytics

What is it: 

  • Move to a new, open data model that allows manual definition of a “user ID” and other data fields
  • Open, extensible, fully documented and supported with official libraries

What it means:

  • Defining the unique identifier for a “visitor” is now within our control
  • Using a manually defined “visitor id” enables cross-platform and cross-device measurement

What you should do:

  • Sit tight for now and stay tuned for more info on this
  • Things aren’t ready for launch yet, but let your Analytics Pros account manager know if you’d like to be first to try things out as soon as we’re able to hook it up for you

Multi-Device, Multi-Platform Tracking

What is it: 

  • Given the new Universal Analytics data model, we can track across platforms, devices, and timelines
  • New mobile analytics already uses this capability
  • Future web and mobile will use this entirely and at scale

What it means:

  • We can finally close the loop and connect the dots between users’ activities across devices

What you should do:

  • Again, sit tight for now and stay tuned for more info on this
  • Once Universal Analytics is out and we can further develop support for this, we’ll be posting like crazy about it too.

Conversion Attribution Across Online and Offline

What is it: 

  • An ability to measure offline conversions in Google Analytics

What it means:

  • We can finally close the loop and connect the dots between users’ online and offline activities

What you should do:

  • Get ready by preparing your data and non-Google Analytics systems
  • Include an ability to set a “visitor ID” into GA data from your customer DB?

Data Import at Scale

What is it: 

  • Feature designed to import large data sets – up to 50 million rows

What it means:

  • You can merge customer data ID’s with demographic or other data sets for better segmentation

What you should do:

  • Start preparing your data sources and create a strategy for using them.

Attribution Modeling for All

What is it: 

  • The Google Analytics feature previously limited to GA Premium customers is now available for all

What it means:

  • Build attribution models and play with them!

What you should do:

Custom Dimensions

What is it: 

  • Set 1st class citizen with custom dimensions and metrics that aren’t buried within “Custom Variable” reports

What it means:

  • VERY exciting!  It will make data easier to configure and more accessible.

What you should do:

  • Begin planning your data model today so you can take immediate advantage of this once it becomes available for Beta users
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