Universal Analytics is out of Beta...

So What Now?

Making success measurable

Dara Fitzgerald@darafitzgerald

Analytics Director@measurelab

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.”

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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 yourbusiness.

•Use Dimension Widening to push offline data into GA.

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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!

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https://developers.google.com/analytics/devguides/collection/upgrade/#phases

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!): o Pageviews o Eventso Transactionso Custom Dimensions (compared to Custom Variables)

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What To ExpectAs referrals trigger new sessions, sales will be attributed to payment gateways.

< 2% here. This will vary!

To fix this >>>

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What To Expect

google / cpc >> website.com >> payment provider >> website.com

GA transaction

Tells GA to ignore

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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 andremove all ga.js code from the website.

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https://developers.google.com/analytics/devguides/collection/upgrade/

User ID

• Enables cross-device reporting• Works best for signed-in users• ID must be non-PII

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User ID

Measurement with Client ID (the status quo)

33

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User ID

Cross Device Measurement with User ID (new method)

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https://support.google.com/analytics/topic/6009743?hl=en&ref_topic=2790009

User ID >> Cross-Device Reporting

Device Overlap

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User ID >> Cross-Device Reporting

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User ID – what you might not know!

•The User ID is not exposed in reporting, unlike withcustom dimensions.

•Cross-device reports only available in User ID Views(segmented!), and not in standard ‘master‘ Views.

•Session stitching >>>

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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

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Custom Dimensions & Metrics

Can be set at different levels:

• Hit • Session • User

var dimensionValue = 'SOME_DIMENSION_VALUE';ga('set', 'dimension1', dimensionValue);

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https://support.google.com/analytics/answer/2709828?hl=en

Custom Dimensions & MetricsMax. of 5 tabs per custom report!!

Can also be selected as primary/secondary dimensions in reports

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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

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https://support.google.com/analytics/answer/3191417?hl=en-GB

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

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Dimensions WideningKey is used to define what dimension/s will be widened from

Widen-To Dimensions define the data that will be imported

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CSV must be formatted correctly!!

•You have at least 2 years before you HAVE to move to Universal.

•With full feature parity now for Universal, no reason notto start the process now.

•User ID is a great step forward, but be clear on thecaveats.

•Custom Dimensions & Metrics are an instantly powerfuland accessible feature of Universal.

•Dimension Widening allows you to push data into GA that isnot available on the site (therefore no code changes required!).

Summary

Making success measurable

THANK YOU!

Making success measurable

Dara Fitzgerald@darafitzgerald

Analytics Director@measurelab