About Universal Analytics

More features, better insights

Universal Analytics introduces a set of features that change the way data is collected and organised in your Google Analytics account, so that you can get a better understanding of how visitors interact with your online content.

Benefits of Universal Analytics

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 that 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 customise 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 that you create them yourself. Use them to collect data that Google Analytics doesn’t automatically track. Learn more about custom dimensions and metrics.

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 Centre 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.