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Universal Analytics is out of Beta...
So What Now?
Making success measurable
Dara Fitzgerald
@darafitzgerald
Analytics Dir...
A Brief Overview of Universal
“Universal Analytics is a set of technological innovations that improve the
way data is coll...
A Brief Overview of Universal
• Connect multiple devices and sessions with the User ID.
• Use the Measurement Protocol for...
Universal Analytics Upgrade Timeline
Phase 1: All properties can upgrade to Universal Analytics.
Phase 2: Auto-transfer pr...
What To Expect Universal will report more sessions than
Classic due to session handling.
< 2% here.
This will vary!
• Othe...
What To Expect
As referrals trigger new sessions, sales
will be attributed to payment gateways.
< 2% here.
This will vary!...
What To Expect
google / cpc >> website.com >>payment provider>>website.com
GA transaction
Tells GA
to ignore
Making succes...
Migration to Universal
• Create a new Universal Web Property.
• Implement all required tracking using analytics.js library...
User ID
• Enables cross-device reporting
• Works best for signed-in users
• ID must be non-PII
Making success measurable
User ID
Measurement with Client ID (the status quo)
3
3
Making success measurable
User ID
Cross Device Measurement with User ID (new method)
Making success measurable
https://support.google.com/analytics/...
User ID >> Cross-Device Reporting
Device Overlap
Making success measurable
User ID >> Cross-Device Reporting
Making success measurable
User ID – what you might not know!
• The User ID is not exposed in reporting, unlike with
custom dimensions.
• Cross-devic...
User ID – what you might not know!
Session unification
Session stitching only goes back as
far as the session where User I...
Custom Dimensions & Metrics
Can be set at different levels:
• Hit
• Session
• User
var dimensionValue = 'SOME_DIMENSION_VA...
Custom Dimensions & Metrics
Max. of 5 tabs per custom report!!
Can also be selected as
primary/secondary dimensions in
rep...
Dimensions Widening
Standard Custom Dimensions are added at code-level:
var dimensionValue = 'SOME_DIMENSION_VALUE';
ga('s...
Dimensions Widening
• Perfect for pushing in data that doesn’t exist on the website.
• Widening does not apply to historic...
Dimensions Widening
Key is used to define what
dimension/s will be
widened from
Widen-To Dimensions define
the data that w...
• You have at least 2 years before you HAVE to move to Universal.
• With full feature parity now for Universal, no reason ...
THANK YOU!
Making success measurable
Dara Fitzgerald
@darafitzgerald
Analytics Director
@measurelab
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Universal Analytics Out of Beta - BrightonSEO 2014

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After about 18 months in beta, Universal Analytics is now fully available with complete feature parity compared to Classic GA. This presentation runs through the current state of play with Universal, the key benefits to us as marketers and practical examples of how to start making the most of the new tracking library.

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Universal Analytics Out of Beta - BrightonSEO 2014

  1. 1. Universal Analytics is out of Beta... So What Now? Making success measurable Dara Fitzgerald @darafitzgerald Analytics Director @measurelab
  2. 2. A Brief Overview of Universal “Universal Analytics is a set of technological innovations that improve the way data is collected and processed in Google Analytics.” Making success measurable
  3. 3. A Brief Overview of Universal • Connect multiple devices and sessions with the User ID. • Use the Measurement Protocol for digital devices. • Use simplified and more accessible configuration options. • Create Custom Dimensions & Metrics, unique to your business. • Use Dimension Widening to push offline data into GA. Making success measurable
  4. 4. Universal Analytics Upgrade 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
  5. 5. What To Expect Universal will report more sessions than Classic due to session handling. < 2% here. This will vary! • Other metrics may also be different (typically higher!): oPageviews o Events o Transactions o Custom Dimensions (compared to Custom Variables) Making success measurable
  6. 6. What To Expect As referrals trigger new sessions, sales will be attributed to payment gateways. < 2% here. This will vary! To fix this >>> Making success measurable
  7. 7. What To Expect google / cpc >> website.com >>payment provider>>website.com GA transaction Tells GA to ignore Making success measurable
  8. 8. 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/
  9. 9. User ID • Enables cross-device reporting • Works best for signed-in users • ID must be non-PII Making success measurable
  10. 10. User ID Measurement with Client ID (the status quo) 3 3 Making success measurable
  11. 11. 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
  12. 12. User ID >> Cross-Device Reporting Device Overlap Making success measurable
  13. 13. User ID >> Cross-Device Reporting Making success measurable
  14. 14. 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
  15. 15. User ID – what you might not know! 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
  16. 16. 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
  17. 17. Custom Dimensions & Metrics Max. of 5 tabs per custom report!! Can also be selected as primary/secondary dimensions in reports Making success measurable
  18. 18. Dimensions Widening Standard Custom Dimensions are added at code-level: var dimensionValue = 'SOME_DIMENSION_VALUE'; ga('set', 'dimension1', dimensionValue); • Dimension Widening does not (!) strictly require code changes. • Data that exists offline can be imported via CSV  Making success measurable https://support.google.com/analytics/answer/3191417?hl=en-GB
  19. 19. Dimensions Widening • Perfect for pushing in data that doesn’t exist on the website. • Widening does not apply to historical data. • Widening is irreversible. Once widened, hits cannot be unwidened • You cannot widen using: • Custom Variables • Product Dimensions & Metrics • Campaign Dimensions • Time-based Dimensions • Geo-Dimensions Making success measurable
  20. 20. Dimensions Widening Key is used to define what dimension/s will be widened from Widen-To Dimensions define the data that will be imported Making success measurable CSV must be formatted correctly!!
  21. 21. • You have at least 2 years before you HAVE to move to Universal. • With full feature parity now for Universal, no reason not to start the process now. • User ID is a great step forward, but be clear on the caveats. • Custom Dimensions & Metrics are an instantly powerful and accessible feature of Universal. • Dimension Widening allows you to push data into GA that is not available on the site (therefore no code changes required!). Summary Making success measurable
  22. 22. THANK YOU! Making success measurable Dara Fitzgerald @darafitzgerald Analytics Director @measurelab

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