Analytics to Track the Happenings on Multiscreen

mobile analytics toolWith multitudes of choices available in the marketplace for devices and screen size, developers have to think big when developing a mobile app. It cannot be restricted to a single type of screen anymore, now that you have different types of smart devices that work on different OS. So, basically mobile app development involves itself in creating an app that works for multitudes of operating system and a range of sizes and resolution. Interesting convention, isn’t it?

While it has become easy to develop mobile apps or websites using the responsive designs, it has become difficult to track the analytics on the different channels. Mobile app analytics tool became essential tool to check your app metrics and enhance the performance. But, if you are unable to track the performance, it can become quite an issue for you.

Universal analytics is one of way of digging yourself out of this problem. Before we move on to understand the universal analytics way of tackling with the situation, let’s try and understand how analytics suffers and the challenges it faces on a regular basis owing to multiscreens.

Challenges Analytics Faces

Google analytics faces major issues when it comes screen size segregation. Information that designers require to conduct their work include physical screen size which is lost majorly due to the segmentation conducted by Google Analytics. It is important to understand that Google segregates the devices as desktop, mobile and other types.

Why screen size is important when developing a mobile app? What appears on a 4.7” screen may not necessarily appear on a 3.6” screen, and most of the vital information gets lost in this manner. This can affect not only the user interface but also the overall experience carried by the various devices. It is important to note that the size of the screen affects the success of a website in many ways.

Though layout is a subset of the screen size, it is slightly different from the screen size, and this too poses a major challenge to Google analytics, and its metrics. Mostly layout is measured by the resolution of the screen, measured in pixels and the orientation showcased by the device. When indulging in analytics, layout is an important concept that needs to be considered. Advertising majorly depends on layout, and ad metrics wish to measure the performance of the ad on the different layouts. Understanding the website improves majorly if the design is created keeping in mind the different layouts. Google analytics does not derive the pleasure of optimizing the website’s success owing to these different challenges. This is why mobile app development or website development wants a designer and developer to consider use of universal analytics.

Advantages of Universal Analytics

  • With the Javascript snippet, the information obtained is of high quality
  • Customization of snippets is easy with the universal analytics
  • Customized metrics can be initiated with a purpose
  • Other options that allow you to feed activity related information from the different application can be included in this metrics

How to Upgrade?

You will need to upgrade from standard analytics to universal analytics to make use of the brilliant options. Here are two ways in which you can perform this task easily

You will need to visit Google Analytics admin website and upgrade the web property there. once that is done, you will need to change the Javascript snippet on your website to match the need. Here is how you can upgrade the snippet

<script> (function(i,s,o,g,r,a,m){i[‘GoogleAnalyticsObject’]=r;i[r]=i[r]||function(){ (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m) })(window,document,’script’,’//’,’ga’); ga(‘create’, ‘[TRACKING_ID]’, ‘auto’); ga(‘send’, ‘pageview’); </script>

In place of Tracking_ID, you will need to enter the unique tracking ID that has been given to your website.

Once, you have upgraded to universal analytics in Google analytics, you can add custom dimensions. To define the custom dimensions, you will need to access property menu in the admin screen. You can add upto 20 dimensions when adding custom dimensions.

You can easily calculate the device orientation by determining the width and height of the window. Use the string given below to calculate the device orientation for your website.

window.innerHeight > window.innerWidth ? ‘Portrait’ : ‘Landscape’

Once you have added custom dimensions and the orientation details, you can easily seek metrics related to these aspects from Google.

If you want to enter custom dimensions to the snippet on your website, here’s the code you should use.

(function(i,s,o,g,r,a,m){i[‘GoogleAnalyticsObject’]=r;i[r]=i[r]||function(){ (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m) })(window,document,’script’,’//’,’ga’);
ga(‘create’, ‘[TRACKING_ID]’, ‘auto’);
ga(‘set’, ‘dimension1’, window.innerHeight > window.innerWidth ? ‘Portrait’ : ‘Landscape’);
ga(‘send’, ‘pageview’);</script>

With such custom dimensions ready for your website, you can easily use the real metric details and designers can develop the website based on real needs.


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