Google Universal Analytics Upgrade Centre
Universal Analytics is a set of technological innovations that improve the way data is
collected and processed in Google Analytics.
The Universal Analytics Upgrade is a process you can use to upgrade all of your
classic Google Analytics properties into Universal Analytics properties without losing
any data or changing your account settings.
All Google Analytics properties will soon be required to use Universal Analytics. Any
properties that don’t follow the upgrade process will be auto-transferred to Universal
Analytics in the future.
Benefits of Upgrading to Universal Analytics
Universal Analytics gives you access to improved data processing, new collection
methods, and more analysis tools. When you complete the entire upgrade process,
you get access to the following benefits:
Connect multiple devices, sessions, and engagement data with the User ID.
The User ID is a Universal Analytics feature that you can use to associate multiple
sessions (and any activity within those sessions) with a unique ID. When you send a
unique ID and any related engagement data to Google Analytics, all activity is
attributed to one user in your reports. With the User ID, you can get a more accurate
user count, analyze the signed-in user experience, and get access to the new Cross
Device reports. Learn more about the User ID.
The following resources will help you get started with the Universal Analytics
Upgrade Process Guide: Step by step guide to the Universal Analytics Upgrade.
Retagging Reference Guides: Technical reference guides for developers updating their
o ga.js to analytics.js
o Google Tag Manager
o Mobile SDK v1.x
o urchin.js, YouTube, and Other Legacy Libraries
Frequently Asked Questions: Answers to common question about the Universal Analytics Upgrade.
Universal Analytics Upgrade Timeline
Over time, Universal Analytics will become the new operating standard for Google
Analytics. The transition from classic Google Analytics to Universal Analytics will
happen incrementally over several phases: