New Google Analytics in public beta and it has changed everything :)

It does require you to update the Google Analytics code on your website though ;) Related articles Expanding Universal Analytics into Public Beta Google.

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Web analytics has been awful since forever. Right down to the celebration of the number of hits in the first Internet bubble, but even since then the focus has been on page impressions and something called “unique users” which might be the same person multiple times.. it might not.

With the growth in mobile internet usage, the amount of double counting going on is only increasing and so this latest version of Google Analytics is looking to solve this. It is called Universal Analytics and is now in public beta. Check out the launch post here.

It uses a virtual identifier to track individuals across devices instead of dropping individual cookies on each device. It even integrates with your own identifier if you happen to have one. There is a lot of potential to do more with Google Analytics as a result, especially around things like customer journey analysis.

It does require you to update the Google Analytics code on your website though ;)

About Riaz

I've spent over 25 years founding and scaling B2B companies - as COO, CEO, CMO and CTO, often across the same company's lifecycle. An engineering degree from UCL and an MBA from Bayes means I understand both the technology and how a business actually runs around it.

I co-founded Digital Oxygen, which was acquired by Silverpop and later by IBM. I scaled Profusion from 15 people to 100. I founded and led Radiate B2B for nine years, building the first MCP-based AI connector for LinkedIn Advertising, before closing it in 2026 rather than rebuild around a declining display-advertising market.

Today I run Connected Paths, an AI implementation consultancy, and work directly with a small number of B2B founders and CEOs through advisory, fractional COO/CMO work, mentoring and speaking. I've mentored 50+ founders through Techstars, UCL and Bayes, and chaired the Cass Entrepreneurs Network for its 3,000 alumni and investors.

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