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Google is getting more sophisticated in the way that they allow webmasters to track and measure website traffic. The new analytics is referred to as Universal Analytics.

Universal Analytics is centered around four specific and key areas of measurement:

  • Organic search traffic – Universal Analytics allows you to designate which search engines are more significant to your measurement goals. You can remove search engines from your list and prioritize those that are on your list.
  • Session and campaign timeout – The default is 30 minutes for sessions and 6 months for campaigns, but Universal Analytics allows you to change those parameters based on your cookies and website policies.
  • Referral exclusions – Referral traffic is an important metric for any website. By being allowed to exclude certain referral sources you can get a truer picture of your session timeout data. Learn more about how this works here.
  • Search term exclusions – You can exclude search terms that people use to find your website and when you do Universal Analytics will count that traffic as Direct Traffic.

Universal Analytics gives you more control over how you measure traffic information related to your website, but it also means spending more time playing with the controls that measure these statistics.

If you need help figuring out Universal Analytics, talk to a search engine marketing specialist about how to incorporate it into your business.

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