Today, we’re excited to welcome and invite all Google Analytics customers to try Universal Analytics.Google Expands Universal Analytics Trial To All Analytics Users [analytics.blogspot.co.uk]

The benefits of using Universal Analytics to businesses are:

Understanding how customers interact with your businesses across many devices and touch-points,

Insights into the performance of your mobile apps,

Improvements of lead generation and ROI by incorporating offline and online interactions so you can understand which channels drive the best results,

Improved latency on your site by reducing client-side demands.