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Universal Analytics is the re-imagining of Google Analytics for today’s multi-screen, multi-device world and all the measurement challenges that come with it. Universal Analytics introduces a set of features that change the way data is collected and organized in your Google Analytics account, so you can get a better understanding of how users interact with your online content. It introduces a new tracking code, the ability to track a user’s behavior among different devices and a new measurement protocol that is able to import data from online and offline devices. Visit our webinar resource page for the webinar replay and more at: http://goo.gl/L8MCD9
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www.crossview.com 1November 2014 CrossView Confidential | CrossView Intellectual Property
UNIVERSAL ANALYTICS:
WHAT’S THE BIG DEAL?Jenny Elliott
Senior Manager, Digital Analytics
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AGENDA
• Overview – what is the big deal?
• What are the benefits?
• Who should upgrade?
• How do I upgrade?
• What are the typical stumbling blocks to be mindful of?
• Q & A
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WHAT IS THE BIG DEAL?
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OVERALL GOOGLE ANALYTICS HAS LARGE COVERAGE
Source: http://trends.builtwith.com/analytics/Google-Analytics
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EVOLUTION OF GOOGLE ANALYTICS TRACKING
Urchin Synchronous UniversalAsynchronous
• Google uses
acquisition of Urchin
Software to power
Google Analytics
• UID
• Enhanced eComm
• …and a lot more!
• Smaller file size
• Simpler eComm
enablement
• Custom event
tracking
• Faster and more
accurate
2006 20092007 2014
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WHAT IS UNIVERSAL ANALYTICS?
“Universal Analytics is a set of technological innovations that improve the way data is
collected and processed in Google Analytics.”
Source: https://developers.google.com/analytics/devguides/collection/upgrade/
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WHAT IS UNIVERSAL ANALYTICS REALLY?
Translator Decoder Ring
Treasure Map
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UNIVERSAL ANALYTICS GAINING GROUND
Source: http://trends.builtwith.com/analytics/Google-Universal-Analytics
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COMMON REASONS FOR NOT UPGRADING
• “If it ain’t broke…”
• “I thought I was already on Universal Analytics”
• “Technical updates seem intimidating”
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WHAT ARE THE BENEFITS?
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TRACKING ACROSS DEVICES AND ENVIRONMENTS…
…is hard
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TRACKING ACROSS DEVICES AND ENVIRONMENTS…
…is required
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ENABLING THE USER ID FEATURE
• Determine a unique, persistent and non-personally identifiable string for each user
• Pass this into the Universal Analytics tracking code as soon as it is available
• Enable the feature in the report suite
• Creates a separate profile view with exclusive User ID reports such as Cross
Device, and also adds a User-ID Coverage in your non-filtered profile
• More detail on Cross Device reports:
https://support.google.com/analytics/answer/3234673?hl=en
amazing insights found here
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CUSTOM DIMENTIONS AND METRICS
• Up to 20 custom dimensions and metrics per account
• Set in the page code but configured at the Admin level
• In addition to supporting the traditional page level,
session level and user level scopes, there is a new
product level scope
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EXAMPLE CUSTOM DIMENSIONS AND METRICS
• Same use cases used for defining a Custom Variable in Classic Google Analytics
applies to Custom Dimensions
• Capture visitor login state
• Capture name of A/B experiment being run
• Consider these uses for custom metrics
• Count “members only” visits
• Count number of orders that contain a gift box and revenue generated by gift
boxes
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ENHANCED ECOMMERCE OVERVIEW
• Tracks the following activities:
• Product impressions
• Product clicks
• Viewing product details
• Adding a product to a shopping cart
• Initiating the checkout process
• Transactions
• Refunds
• Also supports measurement for internal promotions
• Impressions and clicks on content spots on the site for example
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ENHANCED ECOMMERCE ENABLEMENT
• Two step process:
• Enable in the admin interface
• Add a variety of new tags to the site
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CROSS DOMAIN TRACKING IS WAY EASIER
Before… After…Autolink plugin to the rescue!
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SOME ACCOUNT CONFIG MOVED TO ADMIN
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DON’T GET LEFT BEHIND!
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WHO SHOULD UPGRADE?
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CONSIDERATIONS FOR EACH VERTICAL
• B2C eCommerce
• Enhanced eCommerce features
• Using the UID to track visitors across devices and mobile apps
• B2B eCommerce
• Tie the User ID at the account level and incorporate dimension widening by
account type to segment at the account level
• Non-Commerce
• Newspaper example –Tie information about newspaper delivery to digital
subscription access, track across different digital devices
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HOW DO I UPGRADE?
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STEP 1: CHECK YOUR UPGRADE STATUS
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STEP 1: CHECK YOUR UPGRADE STATUS
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STEP 2: UPDATE YOUR PROPERTY SETTINGS
• Use property UI to set-up custom dimensions, metrics, session settings, referral
exclusion lists, etc.
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STEP 3: UPDATE YOUR PAGE CODE
• Visit the Google Analytics developer tagging reference guide for instructions on how to switch
syntax for page view, events, eComm, custom dimensions, etc.
https://developers.google.com/analytics/devguides/collection/upgrade/reference/gajs-analyticsjs
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TAG MANAGERS MAKE IT EASIER
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THINGS TO WATCH OUT FOR
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GOTCHAS
• Don’t forget that the upgrade is a three step process
• Just because your account is enabled for Universal Analytics, you’re only taking
advantage of the tooling when you site tagging is upgraded as well
• Remember that if you enable the User ID feature, that profile view is a filtered view
• NEVER pass personally identifiable information as the User ID
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WRAPPING UP
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Q&A IN PROGRESS
• A global Cross-Channel Commerce
Solution Provider that delivers strategy,
technology and services for a more
connected commerce enterprise.
• Our commerce solutions unify marketing
and technology to create smarter, more
personalized and profitable customer
interactions.
• CrossView helps enterprises understand
and apply commerce best practices.
• We build, integrate, launch and manage
technology across all touchpoints,
partnering with clients to understand,
engage and delight customers
About CrossView
