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 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

User-ID is a Universal Analytics feature that lets you associate multiple sessions (and any activity within those sessions) with a unique ID. When you send an unique ID and related engagement data to Analytics, all activity is attributed to one user in your reports. With 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 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 gtag.js JavaScript library for websites, the 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 and 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 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 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 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.

Google uses 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.
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