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.
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:
- 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 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.
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.
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.