Google Analyt­ics (GA) allows users to upload data into their accounts via two methods, beyond the typical track­ing code data collec­tion. Each method serves a differ­ent purpose and is outlined below.

  1. Cost Data Upload. The Cost Data Upload feature in GA allows users to import data about their market­ing campaigns into their GA prop­er­ties. Similar to the data that is collected via the inte­gra­tion of Google AdWords with GA, Cost Data Upload allows marketers to import deeper campaign metrics than what is avail­able via utm para­me­ters. This gives marketers the ability to see ROI of campaigns directly in the GA inter­face, provid­ing even faster analy­sis and deeper under­stand­ing of which campaigns are successful.Cost Data Upload can be used for prac­ti­cally any campaign you are running, offline or online, that has the required para­me­ters for upload­ing data. In order to use the Cost Data Upload feature, you must use the GA Manage­ment API to send data into GA. This feature is avail­able in both Classic GA and Univer­sal Analytics.The crite­ria that can be uploaded using Cost Data Upload are below, items with an * are required para­me­ters for upload­ing: — Source* (same value as utm_source)
  2. Medium* (same value as utmmedium)Campaign Name (same value as utmcampaign)
  3. Campaign Id (numeric id used to iden­tify a campaign)
  4. Ad Group Name (the name of the ad group used for the ad)
  5. Keyword (same value as utm_term)
  6. Matched Search Query (the keyword the user searched to trigger your ad)
  7. Ad Content (same value as utm_content)
  8. Refer­ral Path (the URL that is refer­ring the user to your site)
  9. Ad Crite­ria Id (numeric id of the crite­ria used to trigger your ad)
  10. Ad Slot (the loca­tion of the ad content on the refer­ring page)
  11. Ad Slot Posi­tion (the numeric posi­tion of where your ad appeared on the page)
  12. Ad Display URL (the URL the user saw prior to click­ing on the ad)
  13. Ad Desti­na­tion URL (the actual landing page URL of the ad)
  14. Ad Cost* (the numeric cost for the clicks that occurred during the upload time range)
  15. Ad Clicks* (the number of clicks the ad received)
  16. Impres­sions* (the number of impres­sions the campaign received)
  17. Measure­ment Proto­col. The Measure­ment Proto­col is a new feature specific to Univer­sal Analyt­ics that builds on the ability to connect user data across differ­ent digital chan­nels and mediums, such as tablet, mobile, and desktop. The Measure­ment Proto­col takes this new feature one step further by allow­ing the upload­ing of data from virtu­ally any digi­tally connected device.To give an example of one poten­tial use for the Measure­ment Proto­col, we can look at retail stores. Most retail chains offer customer rewards/loyalty cards for use with online shop­ping or in-store purchases. Using the Measure­ment Proto­col and inte­grat­ing some GA code into their backend systems, stores are now able to stitch together online behav­ior, such as ad clicks, site activ­ity, product research, etc. with in-store purchase behav­ior, thus bridg­ing the gap between online campaigns and activ­ity and offline action.The abil­i­ties to upload data from the Measure­ment Proto­col are prac­ti­cally endless. Popular use cases have varied from the one mentioned above, to one company tying caffeine consump­tion in the office to productivity/output.