Universal Analytics usage guidelines
The following conditions apply to Universal Analytics (UA):
- Universal Analytics is in beta, and is not supported by our Premium account Service Level Agreement.
Because Universal Analytics is only available in beta, some of the features might change as we develop the technology further. Universal Analytics is not currently supported in the Google Analytics Premium Service Level Agreement (SLA). If you have a Premium account and are interested in Universal Analytics, wait until you see an announcement about Premium support.
- Data limits apply to UA.
The data limits for standard and premium accounts apply to Universal Analytics. Data processing might be restricted to once a day if collection exceeds these limits.
- Google Analytics customers are prohibited from sending personal information to Google.
The Google Analytics terms of service, which all Google Analytics customers must adhere to, prohibits sending personally identifiable information (PII) to Google Analytics (such as names, national insurance numbers, email addresses or any similar data), or data that permanently identifies a particular device (such as a mobile phone’s unique device identifier if such an identifier cannot be reset), even in masked form. Your Google Analytics account could be terminated and your data destroyed if you use any of this information.
- Data cannot be reprocessed or merged.
Any data that we collect cannot be merged or reprocessed. If you want to try UA with a website that you’re already tracking, we strongly recommend that you use the ga.js and the analytics.js tracking code concurrently and send the data to separate properties to avoid the possibility of wanting to merge or transfer data.
- Not all data integrations are supported (yet).
DoubleClick and Remarketing integrations aren’t currently supported in UA. Look for messaging in the future regarding these feature integrations.
- Custom dimensions are the new custom variables.
Custom dimensions give you a flexible way to bring additional data into Google Analytics that can help you answer new questions about how users are interacting with your content and devices. Custom dimensions should be used in UA where custom variables are used in ga.js.
- Referrals are processed differently than in previous versions of Google Analytics.
By default, all referrals trigger a new session in UA. For example, if a visitor is on your site, leaves but then immediately returns, this visitor has logged two sessions. You can, however, modify your tracking code to exclude all traffic from specific domains as referral traffic with the referral exclusions.
- There aren’t any new reports.
Because UA is primarily an innovation of data collection methods, there are no new reports at this time. However, any custom dimensions & metrics you implement will appear in currently existing reports.
- Data sent via a Universal Analytics collection method can only be processed by a Universal Analytics property.
- Tell users about the changes and let them know their options.
Let your users know about these Google Analytics features and give them proper notice about your implementation changes. Get consent or provide an opportunity to opt out of your services.
When you implement Universal Analytics, it is your responsibility to ensure that your use is legally compliant – including any local or regional requirements for specific notification to users.