Member Avatar for advent_geek

Hello to every one,
am a junior seo analyst, I have to know one thing, which is most-useful one for seo analyst,

    **Google Analytics or Universal Analytics **

try to know their functions and uses

Edited by pritaeas because: Removed fake signature.
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  • Latest Post Latest Post by Kelly Burby

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Short answer for (and to build on ’s point): Universal Analytics (UA) was the next-generation tracking architecture rolled into Google Analytics around 2013 — it replaced the older ga.js “classic” approach and introduced analytics.js, the Measurement Protocol, custom dimensions/metrics, and better cross-domain / cross-device support. Those changes made UA the recommended option over Classic for more advanced tracking. (analytics.googleblog.com)

Why that matters for SEO work: UA lets you attach custom dimensions (author, content type, experiment variant, logged-in status) and custom metrics to hits, implement User‑ID to stitch users across devices, and send server-side or offline conversions through the Measurement Protocol. That capability makes it far easier to measure content experiments, author performance, cross-domain funnels, and non-pageview conversions — all common SEO/analytics needs. (developers.google.com)

Important historical note for readers years later: Google has moved on — Google Analytics 4 (GA4) replaced Universal Analytics. Standard UA properties stopped processing new data on July 1, 2023 (with certain 360 extensions through July 1, 2024), and Google published migration guidance for moving events, audiences and exports to GA4 and BigQuery. If the current goal is accurate, long-term measurement, adopt GA4 and export any remaining UA history you still need. ()

Practical, minimal next steps: if you were on Classic back in 2014, the right move then was UA; today the actionable plan is (1) create a GA4 property and data stream, (2) run parallel tagging while you re-create goals as GA4 events and map custom dims, and (3) export historical UA data (API/BigQuery/CSV) before it becomes inaccessible. Those steps preserve continuity and let you compare old and new metrics while you learn the GA4 model. ()

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Member Avatar for Kelly Burby

well, as you are an SEO analyst then you must be having the idea that no universal analytics is a part of Google Analytics ?? Try talking the advantage of on this one !

Member Avatar for advent_geek

Thanks Mr Kelly Burby,

right now i am using classical analytics, is it worth to use universal analytics, i had seen the page on you have mentioned above, but i expect some professional advice.

Member Avatar for Kelly Burby

Well, what type of professional advise you are looking for ! I would say I can't give you professional advise better than Google !

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