Thanks to technological advancements, consumers can now access your web content from almost anywhere, on any device. As a marketer, it can be challenging to keep track of all the different incoming metrics. To help with that, Google is opening up Universal Analytics to all Google Analytics customers.

Introduced last October, Universal Analytics gives you a better understanding of how your customers are interacting with your sites across multiple devices. Ultimately, this will help you tailor Google Analytics to your needs and get a more complete vision of your marketing efforts.

Universal Analytics uses a different collection method and involves the setup of a new code snippet on your website(s). It also traded the standard Google Analytics cookies for universal tracking IDs, allowing you to follow customers from the first time they visit your website all the way to their first purchase and beyond.

Google explained that by using the new Measurement Protocol, you can also “sync your own data from across various marketing channels, so you can discover relationships between the channels that drive conversions.” For example, you can now customize your metrics based on offline marketing campaigns, such as store visits or call center logs.

If you’re already using Google Analytics, you’ll have to create a new web property in your account to get the Universal features. To learn more about Universal Analytics, check out Google’s Help Center and developer guides.

[Via: TechCrunch, Image credit: Satoru Kikuchi]