Universal Analytics Upgrade Center

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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.

Upgrade Resources

The following resources will help you get started with the Universal Analytics upgrade:

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.

Get the new and more flexible data collection methods that let you track any digital device.

Universal Analytics introduces three new data collection methods, so you can tailor your implementation to meet your specific needs. Use the analytics.js JavaScript library for websites, the Mobile SDKs v2.x and higher for Android and iOS, and the Measurement Protocol for other digital devices, like game consoles and information kiosks. All of the new collection methods are developer-friendly, so you can implement and customize your tracking code more easily. Cross domain tracking for websites is dramatically simpler and more accurate.

Use simplified and more accessible configuration options.

Universal Analytics gives you more configuration options in your Google Analytics account, so you don’t have to adjust your tracking code to make modifications. From the Admin page in your account, you can now control these settings:

Create custom dimensions & custom metrics to collect data that's unique to your business.

Custom dimensions and custom metrics are like default dimensions and metrics in your Analytics account, except you create and define them yourself. They're powerful tools you can use to collect and segment data that Google Analytics doesn’t automatically track, like product details, levels in games, or authors of content pages. Learn more about custom dimensions and custom metrics.

Implement Enhanced Ecommerce.

Once you've deployed Universal Analytics, you can use the Enhanced Ecommerce reports to analyze your users' shopping and purchasing behavior, the success of your internal and external marketing efforts, and the economic performance of your products.

Stay up to date with new features and updates.

Universal Analytics is the new operating standard for Google Analytics. All product updates and new features will only be available to Universal Analytics properties that recieve data from a Universal Analytics tracking code (analytics.js Javascript on websites, Mobile App SDKs v2.x or higher for Android and iOS, and the Measurement Protocol for other digital devices). Classic properties and properties recieving data from a previous version of Google Analytics tracking code (like the ga.js JavaScript library) will not receive any product updates and access to new features.

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:

Phase 1: All properties can upgrade to Universal Analytics.

  • The option to upgrade Universal Analytics will roll out to standard accounts. Once this option is available in your account, it will appear in the Admin section. Users with Edit Access can initiate the upgrade process by using the upgrade tool to transfer classic properties to Universal Analytics. Google Analytics Premium accounts won’t see the tool until Phase 3.
  • Properties prefixed with YT / MO can transfer, but data sent to these properties will not be processed by Universal Analytics technology until Phase 2.
  • Users can implement a version of the Universal Analytics tracking code when a property transfer is complete.
  • The dc.js JavaScript library is not supported in Universal Analytics during this phase. Users who need the following related features should wait until Phase 3 to upgrade:
    • Remarketing
    • Google Display Network Impression Reporting
    • DoubleClick Campaign Manager Reporting
    • Google Analytics Demographics and Interests Reports

Phase 2: Auto-transfer process begins.

The following properties will be auto-transferred to Universal Analytics:

  • Mobile App SDK implementations using versions earlier than v2.x.
  • Properties with WAP/server-side snippets or sending data prefixed with YT / MO.
  • All other non-ga.js (web) implementations.

Auto-transfer of web (ga.js) properties also begins, but will continue through the next phase.

Users will not receive notification prior to the auto-transfer, but will see a status message on the tracking code page in their accounts regarding the progress of the upgrade. Users can implement a version of the Universal Analytics tracking code when their property transfer is complete.

Phase 3: Universal Analytics out of beta. (Current Phase)

  • All features (including the dc.js JavaScript) are supported in Universal Analytics.
  • Universal Analytics tracking code (analytics.js) can send DoubleClick beacon for remarketing.
  • Universal Analytics supports Premium SLA and Premium accounts can transfer properties to Universal Analytics.
  • Universal Analytics is the only option for new properties.

New Features:

  • User ID Override / Cross Device reports.
  • New IP and User Agent override, allowing users to send data server-to-server via the Measurement Protocol.
  • Timezone based processing.

Auto Transfer continues with these groups:

  • Mobile App SDK implementations using versions earlier than v2.x.
  • Properties with WAP/server-side snippets or sending data prefixed with YT / MO.
  • Large properties, Adwords, DoubleClick, Premium (last).

All users should complete their implementation of the Universal Analytics tracking code (analytics.js for websites, SDK v2.x or higher for Android and iOS for mobile apps, and the Measurement Protocol for all other digital devices).

Phase 4: Universal Analytics is the operating standard for Google Analytics.

  • All properties have been upgraded into Universal Analytics.
  • The following features will be deprecated:
    • ga.js
    • urchin.js
    • WAP/server-side snippets
    • YT / MO
    • Custom variables
    • User defined variables
  • Data collected from the deprecated features will be processed for a minimum of 2 years.

Getting Started

Ready to upgrade? Get started using the Universal Analytics Upgrade Guide.