Many of you are eager for more insight into Google’s newly released Universal Analytics, and we are eager to provide it. Our first blog on the subject gave you the basics and introduced our Universal Analytics integration. Now we’re back to dig a little deeper into some of the truly powerful things you can do with the assistance of this new tool to extract more information about your marketing campaigns.

A Broader Scope

The ability to see which ads, search keywords or social media platforms are driving web site visits and phone calls to your business is just the beginning. Google Universal Analytics allows users to view call data inline with all other web metrics right in the standard Universal Analytics reporting interface. No more having to look at virtual pageview goals that limit your ability to view other metrics/dimensions in contrast with your call data–Ifbyphone sends call data in as a Custom Metric to Google Universal Analytics which will allow you to add a reporting column for phone calls to any report/dashboard you already use daily.

You can also gain valuable insight into where (geographically) visitors are calling from. By adding a column for phone calls to your Visits by Geography report, you are able to see not only where the most visitors to your site come from but also which states, regions, or cities convert the most phone calls for your business. This is an invaluable tool for any multi-location retailer, franchise or business to determine the origin of their call flow.

Your Call Data–Organized

Another compelling aspect of Ifbyphone’s Universal Analytics integration is that we attribute your business’s calls to the unique Google Client ID that is assigned to each visitor on your site. Not only is this a much cleaner way to integrate call data into Universal Analytics, but you can now see how your users are interacting with your site and how that interaction leads to or generates phone calls.

For example, you can view the actual page a user was on when they picked up the phone and called you, or see if they made an online purchase before calling. You can also see how a person who originally found your site from a paid search ad and contacted you via web form, returns to your site via organic search and then calls. Needless to say, the amount of information that can now be mined about your customers’ activities—not to mention the connections being made within your marketing strategy—is much broader, and much more valuable. These metrics enable you to optimize not only your marketing campaigns, but your overall website experience as well.

Take More Action

We built our GUA integration using events as opposed to virtual pageview Goals. This not only changes the way we get our call data into Universal Analytics but also allows you to take more action with this data. For example, if you are A/B testing pages on your site and rely on phone calls as a conversion metric, you can now use calls to your business as a Content Experiment Objective.

Do you see the possibilities? Universal Analytics provides a much broader landscape in your marketing campaigns than ever before, and with Ifbyphone’s integration, you’re able to explore that landscape without missing a thing.

Have you seen a demo of our Universal Analytics integration yet? If not, do it now to start taking an active approach to your marketing campaigns. Also be sure to stay tuned for our next post in this series, we will be giving you a step-by-step how to on setting up your Ifbyphone Universal Analytics integration.