Apr 09, 2014
Universal analytics is out of beta. Google recommends everyone to migrate to UA.
Web analytics measures, collects, analyzes, and prepares reports of web data for the objective of comprehension and optimization of web usage. Web analytics not only measures web traffic, but it is also utilized as a tool for business and market research, thereby, to assess and improve the effectiveness of a website. This tool can help companies measure the outcome of traditional print or advertising campaigns.