Google Universal Analytics
Pools real-time site information for a comprehensive view into user acquisition, audience demographics, user behavior flow, and completed conversion goals
Supports targeted audiences for use in Google AdWords and DoubleClick Bid Manager
Pulls engagement metrics from AdSense, DoubleClick AdExchange, and DoubleClick for Publishers so advertisers can analyze cross-platform data with a few clicks
Creates custom multi-channel funnels and events to segment and track user data so advertisers can analyze user activity, performance, and engagement
How Google Analytics works
Google Analytics is typically used for essential website analytics, but also offers analytics for mobile apps. For websites you can get a lot of great data by simply adding the Google Analytics snippet to your site so that it loads with all of your pages. With that in place, all your page views, traffic sources, and visitor data like device and location are collected automatically. However in order to collect more detailed information like what people are doing on a page, Ecommerce data, or user attributes, you’ll need to install custom code hooks into your site. Google Analytics implementations are not simple, because you or a developer will need to learn the details of the Google Analytics API methods and data format to make sure things work correctly. Mobile tracking works very similarly in that it has out-of-the-box features that get you a lot of great data, but any custom or Ecommerce events need to be tracked manually.
Get more out of Google Analytics with Segment
When you have Segment installed, you can make efficient use of your existing tracking implementation by using Segment to fulfill your data collection needs across all your tools that integrate with Segment, including Google Analytics.
You can use Google Analytics via Segment’s integration to leverage your existing Segment tracking code, greatly simplifying getting started with Google Analytics and circumventing the need to install GA code. Many advanced Google Analytics features like custom dimensions, custom metrics, and content groupings can be easily configured within the Segment Google Analytics integration settings and will automatically connect with your existing Segment-tracked events. This means you don’t need to write new tracking code, let alone code that only tracks data for Google Analytics. Segment also fully supports Google Analytics Ecommerce and Enhanced Ecommerce on web, iOS, Android, and server-side implementations.