The Benefits of Google’s Universal Analytics

universal analytics

Our Philadelphia web design company is excited to announce that recently, Google Analytics introduced their new tracking code known as Universal Analytics. By using this type of Analytics for your website, you’ll be able to gather more information about your audience than before. With details like “interests,” “gender,” and “age range,” you’ll be able to tell exactly what kind of person your business is reaching the most (instead of just where they’re searching from or on what device).


Knowing your audience is interested in things like movies, news, financial services, politics, etc. can help you build a more personal relationship with your customers and potential customers. When you promote your latest product or feature a sale, keep these interests in mind.


When it comes to browsing the web, men and women do so differently. When you know the gender ratio of your website visitors, you can tailor your digital marketing strategy to appeal to the most popular gender.

Age Range

You’ll be able to see how old the majority of your traffic is (in six different ranges, from 18 to 65+), which can make it easier to build a targeted digital marketing campaign. By knowing how old your visitors are, you can adjust your website elements content, images, and call-to-actions to appeal to that age range and engage more individuals.

Google Analytics intertwines these demographic categories, so you can figure out if males between the ages of 25-34 who love movies convert more than males of the same age who are home decor enthusiasts.

Other Benefits

Social Media

These statistics are beneficial not only for your website, but also for your social media presences. You can use this knowledge to make small changes in the things that you post or way that you post them in order to appeal to your audience and reach more potential visitors.


Knowing more about your audience can also help you create more targeted ads through Google AdWords. For example, if you own a women’s clothing business, you can create ads that are targeted toward women and exclude the “male” category from your campaign.

Where Does Google Get the Info?

You may wonder how Google collects this information about your visitors. Google is able to pull information from social media websites and Google profiles. Also, its Display Network has partnered with many websites and when someone visits one of these websites, Google uses a cookie to store a number in their browser. Google then takes into account the browser, the other websites viewed on this browser, and third-party websites where the visitor may enter demographic information.


If you’re interested in using Universal Analytics, you can either set up a new account or upgrade your existing account to include it. Once you’ve enabled the Universal Analytics, you’ll have to implement the right tracking code for your account.

For more help on setting up Universal Analytics, click here.

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