Universal analytics is Google Analytics one stage further. Relying on a universal user ID assigned to an individual session or user, you can effectively track more insights, especially as relates to the experience of logged-in users on your site. An upgrade from within your Google Analytics account, it’s a little more complex to set-up universal tracking. However, it’s well worth it, especially for ecommerce sites, or for those who are otherwise selling to logged in users. Being able to track individual browser behaviour for longer and in more depth is extremely helpful for optimising your site.