The complete resource guide

Google Universal Analytics

What is Universal Analytics?

Univer­sal Analyt­ics is a set of tech­no­log­i­cal inno­va­tions that improves the way data is collected and processed in Google Analyt­ics. Intro­duced at the GA Summit in Septem­ber of 2012, Google has recently announced that the time to switch is here.

### Bene­fits of UA

Univer­sal Analyt­ics gives you access to improved data process­ing, new collec­tion methods and more analy­sis tools. Most impor­tantly, UA’s new data collec­tion method allows Google Analyt­ics to track ANY digital device. So if you can hook it up to the web GA can track it. That means point of sale systems, gaming consoles, set top boxes, ski lift scan­ners…. anything web enabled can now be tracked inside GA.

New Custom Dimensions & Custom Metrics

Custom dimen­sions and custom metrics are like default dimen­sions and metrics in your Analyt­ics account, except you create and define them your­self. They’re power­ful tools you can use to collect and segment data that Google Analyt­ics doesn’t auto­mat­i­cally track, like product details, levels in games, or authors of content pages.

### More config­u­ra­tion options

Univer­sal Analyt­ics gives you more config­u­ra­tion options in your Google Analyt­ics account, so you don’t have to adjust your track­ing code to make modi­fi­ca­tions. From the Admin page in your account, you can now control these settings:

  • Organic search sources
  • Session and campaign timeout handling
  • Refer­ral exclu­sions
  • Search term exclu­sions

Retag with Airlock

Ready to switch to UA? Use Airlock.js to trans­late your old track­ing snip­pets. Airlock is a JavaScript library that auto­mat­i­cally turns Google Analyt­ics calls into Univer­sal Analyt­ics calls, post­pon­ing the need to re-imple­ment in order to upgrade to Univer­sal Analyt­ics. You can also use the Airlock snippet trans­la­tor to manu­ally retag your site.