Universal Analytics Common Issues - MeasureFest


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MeasureFest deck about common (and not so well known) issues & caveats with Universal Analytics.

Published in: Data & Analytics

Universal Analytics Common Issues - MeasureFest

  1. 1. Universal Analytics Common Issues Making success measurable Dara Fitzgerald @darafitzgerald Analytics Director @measurelab
  2. 2. The Main Issues #1. Change in Session Handling. #2. Less visibility for debugging. #3. Caveats for User ID and Cross Device Reporting. #4. Viewing Custom Dimensions & Metrics. #5. Don’t migrate to Universal too hastily. Making success measurable
  3. 3. #1. Session Handling Universal will report more sessions than Classic due to session handling. < 2% here. This will vary! • Other top-line metrics will also differ (typically higher!): o Pageviews o Events o Transactions Making success measurable
  4. 4. #1. Session Handling Making success measurable Referrals are most affected as referrals in UA always trigger new sessions. Overall data accuracy should be greater in UA due to improved tracking
  5. 5. #1. Session Handling – Payment Sites As referrals trigger new sessions, sales will be attributed to payment gateways. < 2% here. This will vary! To fix this >>> Making success measurable
  6. 6. #1. Session Handling – Referral Exclusions google / cpc >> website.com >> payment provider >> website.com GA transaction Tells GA to ignore Making success measurable
  7. 7. #2. Debugging Making success measurable Classic GA: campaign data is visible in cookie
  8. 8. #2. Debugging Making success measurable Universal GA: campaign data not visible!
  9. 9. #2. Debugging Making success measurable Using Real-Time Reports is helpful but not ideal
  10. 10. #3. User ID Cross Device Measurement with User ID (new method) Making success measurable https://support.google.com/analytics/topic/6009743?hl=en&ref_topic=2790009
  11. 11. #3. User ID >> Cross-Device Reporting Device Overlap Making success measurable Device Paths
  12. 12. #3. User ID – what you might not know! • The User ID is not exposed in reporting, unlike with custom dimensions. • Cross-device reports only available in User ID Views (segmented!), and not in standard ‘master‘ Views. • Session stitching  Making success measurable
  13. 13. #3. User ID – session unification Session unification Session stitching only goes back as far as the session where User ID first assigned If the user logs out, the session stitching chain breaks Making success measurable
  14. 14. #4. Custom Dimensions & Metrics Can be set at different levels: • Hit • Session • User var dimensionValue = 'SOME_DIMENSION_VALUE'; ga('set', 'dimension1', dimensionValue); Making success measurable https://support.google.com/analytics/answer/2709828?hl=en
  15. 15. #4. Custom Dimensions & Metrics Making success measurable There is no default report for custom dimensions & metrics
  16. 16. #4. Custom Dimensions & Metrics Max. of 5 tabs per custom report!! Can also be selected as primary/secondary dimensions in reports Making success measurable
  17. 17. #5. Migration to Universal • Create a new Universal Web Property. • Implement all required tracking using analytics.js library. • Run in parallel with existing, Classic Web Property. • Compare and contrast to validate new, Universal property. • When ready, initiate transfer process for main web property (if not already auto-transferred). • Update analytics.js code to reference main web property ID and remove all ga.js code from the website. Making success measurable https://developers.google.com/analytics/devguides/collection/upgrade/
  18. 18. #5. Migration to Universal - Timeline Phase 1: All properties can upgrade to Universal Analytics. Phase 2: Auto-transfer process begins. Phase 3: Universal Analytics out of beta. (Current Phase) Phase 4: Universal Analytics is the operating standard for Google Analytics. Data collected from ga.js will be processed for a minimum of 2 years! Making success measurable https://developers.google.com/analytics/devguides/collection/upgrade/#phases
  19. 19. Summary #1. Change in Session Handling – beware for YoY reporting. #2. Less visibility for debugging – use Real-Time Reports. #3. Be clear on caveats for User ID/Cross Device Reporting. #4. Use Custom Reports for Custom Dimensions & Metrics. #5. Compare Classic & UA in parallel before fully migrating. Making success measurable
  20. 20. THANK YOU! Making success measurable Dara Fitzgerald @darafitzgerald Analytics Director @measurelab