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.

With Universal Analytics, you can analyze all your digital devices!

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.

Universal Analytics introduces three new versions of the tracking code you can implement to meet your specific technical needs. Use the analytics.js JavaScript library for websites, the Google Analytics SDKs (v2.x or higher) for mobile app tracking, and the Measurement Protocol for other digital devices, like game consoles and information kiosks.

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:

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.

New features and product updates are only available to Universal Analytics properties. Classic Google Analytics properties, or Universal Analytics properties using an older collection method like the ga.js JavaScript library, will not receive access to all future product changes.

Get started with Universal Analytics

Universal Analytics is the new operating standard for Google Analytics. All accounts will soon be required to use Universal Analytics.

It takes several steps to set up Google Analytics, including Universal Analytics.

Read the overview of how to set up Universal Analytics to get an idea of the process before you begin, or get started by creating a property in your account.

If you're already using Google Analytics, follow the two step Universal Analytics Upgrade process to upgrade from classic Analytics. Learn more about the Universal Analytics Upgrade or visit the Universal Analytics Upgrade Center to get started with the process.

Google uses Google Analytics (including features of Universal Analytics) in accordance with our Privacy Policy to better understand our own products. Learn more about how we use our own products.

How helpful is this article:

Feedback recorded. Thanks!
  • Not at all helpful
  • Not very helpful
  • Somewhat helpful
  • Very helpful
  • Extremely helpful