Using Universal Analytics to Measure Movement

Friday, December 13, 2013 | 10:08 AM

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The following is a guest post by Benjamin Mangold, Director of Digital & Analytics at Loves Data, a Google Analytics Certified Partner.

Universal Analytics includes new JavaScript tracking code for websites and new mobile SDKs. But Universal Analytics is a lot more than that - it also gives us the Measurement Protocol, which allows us to send data to Google Analytics without the need to use the tracking code or SDKs.

Earlier this year, the team at Loves Data used Universal Analytics and the Measurement Protocol to measure their caffeine consumption and tie it to the team’s productivity. Our next challenge: measuring our team’s movement into Google Analytics. With the help of an Xbox Kinect, movement recognition software, and of course the Measurement Protocol, we started getting creative!



Business Applications and Analysis Opportunities

So measuring movement is fun and although we can measure total and unique dance moves you might be wondering about the business applications. This is where the power of measuring offline interactions can really start to be seen. The Measurement Protocol enables business applications such as:
  • Measuring in-store purchases and tying purchases to your online data
  • Understanding behaviour across any connected device, including gaming consoles
  • Comparing offline billboard impressions to online display ad impressions
  • Getting insights into your audience’s online to offline journey
Once you have tied your online and offline data together you can begin to analyze the full impact of your different touch points. For example, if you are collecting contact details online, you can use Google Analytics to then understand who actually converts offline, whether this conversion is attending an information session or making a purchase at a cash register. The analysis possibilities made available by the Measurement Protocol are truly amazing.