Google Analytics is changing. And it is changing in very significant ways. It’s such a significant change that they’re taking the word "Google" out of the name and calling it Universal Analytics.
For those who find it valuable to understand the behavior of people online, Google Analytics has been the go-to analytics package for many years. The combination of tracking capabilities, reporting options and cost has been a three-pronged fork stuck into the side of any other tracking package out there.
Digital analytics — measuring human behavior in the digital realm — can be used in many different ways to help business owners make better decisions. This includes real estate agents, brokers, franchises, and the army of vendors and consultants who serve them.
Increasingly, there are tools and charts and dashboards and infographics scattered throughout any business decision-making activity. Some of these tools and charts are useful. Some are decorative. Some are merely marketing pitches insidiously dressed up as meaningful data.