Google Analytics Integration with Universal Search

Google Analytics is one of most impactful tools for tracking user behavior on websites. As search engines evolve, it is essential that Analytics evolves alongside of them. So what happens when users click on various search engine results of a different kind such as blog, video, image, product and web results? And if the same company appears in different categories, which click does Analytics track?

According to reports on tracking universal search, “Looking into the [Search engine results page] source code can give you a lot of insight. Google is showing parameters for Universal Search results. This will give us the possibility to set up some filters or advanced segments, based on the full referrer URL.” Some filters for universal search can include image search, blog search and image search (just to name a few). These filters are completely customizable to track some categories, while discarding others. Search is never static, and Google Analytics is ensuring that it is dynamic.