Google announced today that it is inviting all Google Analytics users to use Universal Analytics, which it first announced in October for large enterprise and Premium customers and those who want to work with API.

“The new tools offered by Universal Analytics via the new Measurement Protocol (an API that enables you to send your data to Google Analytics) can help you measure the how people actually become and remain loyal customers,” Google said at the time.

According to Google, the benefits of using Universal Analytics to businesses are: understanding how customers interact with your business across many devices and touch-points, insights into the performance of your mobile apps, improvements in lead generation and ROI by incorporating offline/online interactions, and improved latency on their sites by reducing client-side demands.

The company shares this testimonial from PriceGrabber:

Universal Analytics can be implemented with the new analytics.js JavaScript for websites, Google’s iOS and Android SDKs for apps, and the Measurement Protocol for everything else. The developer guide is here.