The User-Centric Approach – Google Universal Analytics vs. Mixpanel

About 6 months ago, Google released Universal Analytics, which – in a nutshell – offers 4 new key features: Measurement Protocol – an API that can be used for multi-platform tracking Improved Feature Configuration Management – through the GA admin screens, rather than the JavaScript agent Custom Dimensions and Metrics – very similar to the[…]

Linking events to a specific user in Google Universal Analytics

In this post I will show you how to send events for a specific user from both the JavaScript agent (Analytics.js) and the Measurement Protocol. I could not find any existing information about how to do so. After some research, I did, however, find a great presentation by @techpad that talks about improving e-commerce tracking[…]