Universal Analytics & Google Tag Manager
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Example of Universal Analytics
Cross Device Measurement – Discrepancy!
Universal Analytics Vs Google Analytics
Example of UA’s Properties Transformation
Why Universal Analytics?
Live Example of Universal Analytics Feature
Urgency to UA Upgrade – Risk & Safety Measures!
Why Universal Analytics?

Custom Dimensions and Custom Metrics
Much better reporting that is more accessible across
organizations
Cross Device Tracking
Connecting Offline and Online
Many Settings Configured on the
Backend
Less likely to cause problems due to coding
fails
Dimension Widening
Session and campaign timeout
handling
By default, sessions end after 30 minutes and
campaigns end after 6 months. You can change
the settings so sessions and campaigns end after
the specified amount of time has passed.
In some cases, webmasters may want to change
their sessions and timeouts so that they can
collect better data. For example, a news site
might keep visitors more engaged than a site
that tells you a basic piece of information like
sunrise and sunset.
UA will be a default Analytics
in coming months.
Why Universal Analytics?
UA will be a default Analytics
in coming months.
Add custom search engines and have
visitors show up as organic search

Example – Universal Analytics
Universal Analytics
Customizable
Custom Dimensions (And Metrics)
Going forward, many other new features would be added to UA.

Difference in Measurement| Cross Device Tracking
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+ + = 3Unique
Users
Classic Google Analytics Code
Universal Analytics Code
+ + = 1 Unique
User

Universal Vs Google Analytics
Features Universal
Analytics
Google
Analytics
Basic GA features (Visitor acquisition,
behavior and conversion data)
P P
Event Tracking P P
AdWords Linking P P
Google Webmaster Linking P P
Customized Variables
Upgraded to customized
dimensions and metrics P
Customized Dimensions and Metrics
P O
Online/Offline Data Sync
P O
Multi-platform tracking
P O
Simplified configuration Controls
P O
Select New Features Releases
P O
Google Tag Manager
Fully supported and
automated process w/o
developer’s and QA’s
help
Little complicated and
custom coding
Advanced advertising tools (AdSense,
Content Experiments, DFA, Remarketing)
Coming soon P
The future is clearly with UA. It’s
a hugely different system, with a
fundamental change in concept:
very little done in the client, most
of it done on the servers. That’s
bringing much power and
flexibility. Already features like
the Custom dimensions +
Metrics, and the Measurement
Protocol for sending all offline
data for integration into the
system is opening up all manner
of possibilities.

Example – New Feature in UA
Universal Google Analytics
(DigitalGossips.com)
Classic Google Analytics
(xyz.com)
Going forward, many other new features would be added to UA.

UA will be a default Analytics in coming months. Google has already started processing the
‘properties of Cinryze.com to Universal Analytics.
The website has Google Analytics Code. See below:
Now, check the admin sec. of Google Analytics, Google encourages UA
code. You’d not find the old code, but updated UA Code.
The UA code needs to be
updated asap.
Example of UA’s Properties Transformation – Cinryze.com

Google Official link -
http://goo.gl/48qgoa
Universal Analytics Auto-
Transfer
Google – “Our goal is to enable
Universal Analytics for all Google
Analytics properties. Soon all
Google Analytics updates and new
features will be built on top of the
Universal Analytics infrastructure.
To make sure all properties
upgrade, Classic Analytics
properties that don’t initiate a
transfer will be auto-transferred to
Universal Analytics in the coming
months.”
Urgency to UA Upgrade!

Migration Process - UA
Check if UA property has already been transferred. Now, you need to take the following steps if
you have already implemented GA codes (old codes for the followings:)
• Events
• Virtual Page views
• Social Tracking
• Custom variables
In some cases, if you have already customized various events for our clients via manual tagging
process. In such a case, your process for UA upgrade would be:
My Recommendation - If you are considering a significant update to your analytics, such as
migrating to Universal Analytics, then I would highly recommend that you also consider Google Tag
Manager as a method to deploy these updates.
Step 1- Upgrade the code for Universal syntax manually after updating the UA
code, or update corresponding tags to Universal Analytics in Google Tag
manager. I would prefer the latter approach as it does not involve any
development and QA effort.
Step 2- All you need to identify the custom events codes you have implemented
for your clients, and replicate the same with tweaks either manually to Universal
syntax, or update via GTM.

No, You WOULD NOT
Upgrading should still let you access
and analyze all of your historical data
using the same reports and tools you
currently access, but you’ll also get all
the additional new features.
Don’t Be Scared!
The most common
question, or fear -
‘will we lose
data?’.
When you implement the Universal
Analytics tracking code, you’d need to
update the tracking code tags
(EVENTS) for features that require
additional set up.
To check your code upgrades, you’d visit
the Real-Time reports in Google
Analytics and check hits are being sent
from a website or an app.

Run Universal Analytics in Parallel
Additional Safety Measure | Our Strategy
One very good option for implementing
Universal Analytics would be to run it in
parallel with your existing reporting to
check your setup before upgrading our
original account.
There are no issues with using
Universal alongside regular analytics.
If we set up a new property for this in
Google Analytics, you could then copy
all customization across when you
upgrade your original property, and
simply remove the test property.
Alternatively, you can create a new
account in Google Tag Manager and
create a new container for a website.
Place the tracking code immediately after
the opening <body> tag throughout the
website.

Run Universal Analytics in Parallel
Additional Safety Measure | Our Strategy.. Cont.
We'd set up a new Property in Google
Analytics using Universal Analytics and
select the UA ID. Create a new tag in Tag
Manager for Universal Analytics and inset
the UA-ID into the Tracking ID field. Now
add the appropriate Firing Rule, Save,
Create a Version and Publish.
There are no issues with using Universal
alongside regular analytics. If we set up a
new property for this in Google Analytics,
we could then copy all customization
across when we upgrade our original
property, and simply remove the test
property.
When we are happy that everything is
customized correctly and reporting properly,
we can remove all old Analytics tracking
code, saving the UA-ID. Once that’s done,
simply put the new UA-ID into your Tag
Manager code, Save, Create a Version,
Publish and then check that our legacy
account is now reporting via the Universal
Analytics code.

!
No Risk, All Gains
What Google Says Vs What They Do?
Regardless of whether you begin the
migration to Universal Analytics
immediately, it’s important that you
must start preparing and learning how to
replicate and improve any unique
customization as soon as possible.
Although Google has said that it will be
at least two years before older code is
deprecated, there are never any
guarantees. It’s best to be prepared,
particularly if you want to test Universal
Analytics implementation before rolling
it out as one of main measurement tools.

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Why Google Tag Manager?
Simple Equation – Hypothetical Math!
Advantages of Using GTM
Power Shift from Developer to Marketers –The Right Hand
Why Universal Analytics
Process of GTM Implementation & How It Works!
Why Google Tag Manager?
Simple Process of GTM Implementation & How

Simple Equation – Tagging Without GTM
To update marketing tags directly on site/source code ongoing (not using Tag
Management System) requires:
One marketer: Making marketing decisions monthly at min. 3-4 hours a
month
One developer: To make code changes requested by marketing at min.4-5
hours a month
One QA: To test code changes done by a developer at min. 3-4 hours a
month
This will always be average 3-4 hours a month from each team member to
maintain tags and update them, so a total of approx. 145-150
hours between the three team members year over year.
All credit goes to Amin Shawki for sharing his original thoughts on simple equation of GTM. I have
tweaked a little on calculation part.

To implement and update a tag management system such as Google Tag
Manager:
One marketer: Making marketing decisions and implementing the changes
through the Tag Management System with tag templates and easy
interface, we'll say monthly at 3-4 hours a month.
One developer: Initially implement Tag Management System, deploy GTM
code one time that takes max. 30 mts. to 1 hour. No QA is required!!
So total time investment with this method is 1 developer hours once + 3
to 4 hours/month for marketer to maintain and update tags, so a total of
approx. 49-50 hours between the two team members the first year, BUT
then only 48 hours total for just the marketer to maintain the Tag
Management System, add tags, update tags and improve digital
marketing on-site.
Simple Equation – Tagging With GTM
Let
marketers
add tags?
Absolutely


Business Benefits- Save time, cost, and increase overall
ROI as defined in the above slide ‘Simple Equation’.
Easy Management & Debuding-
Save time on debugging, easy
testing & maintenance .
Get a faster website- Tags add weight to your
pages and sometimes slow the loading of your
pages. Customers hate slow websites and this can
lose business.
No change in source code-
All tags are fired via GTM
w/o chnages on the source
code of a website.
Move Faster- Quick and simple with little or
no dependency on your web developers. No
role of QA anymore!
Protect your data and respect your customers’ privacy-
Tags are powerful things. They can collect data from your website
and can even change some aspects of how your website works. If you
have old, unused 3rd party tags sitting on pages these could be
recording data about your website and your business.
SEO Benefits – Page speed,
clean tags, declutter the
complexity and enhance
crawling and indexing of a
website .
Advanatges of Using Google Tag Manager
Major Benefits - GTM

With Google Tag Manager
you only need to have ONE
CODE INSTALLED, ONE
TIME! It takes the power to
track data and places it right
where it belongs—in the
marketer’s hands.
We can use Google Tag Manager’s
online interface to configure:
• Analytics
• Remarketing codes
• Conversion codes
• Analytics Events
• And many more!
Power Shift from Developer to Marketers –The Right Hand
Image credit: webmechanix.com
Thanks to LUKE GRACIE for sharing his thoughts on the
benefits of GTM

Set up GTM
1
2
• Based on events (audio, videos,
outbound links, downloads,
submit, etc.), create tags, write
rules, and set up macros.
• On GA Real Time, you can check if
the rules we have written for a tag
if being fired or not.
Create Tags, Write Rules, Set Up
Macros (Conditions) based on EVENTS
• Copy the code below and paste it onto every page of your
website. Place it immediately after the opening <body> tag.
•<!-- Google Tag Manager -->
•<noscript><iframe src="//www.googletagmanager.com/ns.html?id=GTM-xyztx"
•height="0" width="0" style="display:none;visibility:hidden"></iframe></noscript>
•<script>(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':
•new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],
•j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src=
•'//www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);
•})(window,document,'script','dataLayer','GTM-KW23CJ');</script>
•<!-- End Google Tag Manager -->
3
Simple Process – GTM Implementation
• Set up GTM Account
• Go to Admin > See the GTM Code
• Check the container and account
ID in ‘container setting’.
Implement GTM Code

End Results in UA
Example – How GTM Works!
Google Tag Manager
(DigitalGossips.com)
Live Testing in Real Time
Creating Tags
1
Writing Rules to Fire Tags
2
Set up Macros (based on events)
3
See the results
Test the result

Visit: DigitalGossips.com
By: Munaz Anjum
@munazanjum
Skype: munazanjum
+munazanjum