About Universal Analytics
More features, better insights
Universal Analytics introduces a set of features that change the way data is collected and organized in your Google Analytics account, so you can get a better understanding of how users interact with your online content.
Benefits of Universal Analytics
Connect multiple devices, sessions, and engagement data with the User ID.
The User ID is a Universal Analytics feature that you can use to associate multiple sessions (and any activity within those sessions) with a unique ID. When you send an unique ID and any related engagement data to Google Analytics, all activity is attributed to one user in your reports. With the User ID, you can get a more accurate user count, analyze the signed-in user experience, and get access to the new Cross Device reports. Learn more about the User ID.
Get a new and more flexible tracking code that lets you collect data from any digital device.
All of the new collection methods are developer friendly, so you can set up and customize your tracking code more easily. Cross domain tracking for websites, in particular, is dramatically simpler and more accurate.
Use simplified and more accessible configuration options.
Universal Analytics gives you more configuration options that you can control from your account Admin page:
- Organic search sources
- Session and campaign timeout handling
- Referral exclusions
- Search term exclusions
Create custom dimensions & custom metrics to collect data that's unique to your business.
Custom dimensions and custom metrics are like default dimensions and metrics, except you create them yourself. Use them to collect data that Google Analytics doesn’t automatically track. Learn more about custom dimensions and metrics.
Implement Enhanced Ecommerce.
Once you've deployed Universal Analytics, you can then tag your site with the ec.js plugin, and then use the Enhanced Ecommerce reports to analyze your users' shopping and purchasing behavior, the success of your internal and external marketing efforts, and the economic performance of your products.
Stay up to date with new features and updates.
With Universal Analytics, you can use all of the standard Google Analytics reports and tools, but you also get access to new features.