Upgrading to Google’s Universal Analytics? 3 Things You Need to Know

Shanine Dorta - June 3, 2016

By now you know that deploying Google Analytics tracking code (GATC) on your site is vital in obtaining insight into user acquisition & behavior, measuring campaign performance, and understanding conversion attribution. But do you know that by deploying the Universal Analytics version of the GATC you’re able to take advantage of more features and obtain better insight? Following are the top 3 questions we receive regarding upgrading to Universal Analytics.

1. Should I upgrade? If so, why?

Yes. Google Universal Analytics provides many benefits including:

• Improved data processing
• New collection methods that are developer-friendly, have easier, more simplified customization and more accurate cross-domain tracking
• Exclusive analysis tools only available in Universal Analytics
• Connect multiple devices, sessions and engagement data with the User ID
• Collect more flexible data from any digital device
• Create custom dimensions & custom metrics to collect data that’s unique to your business

Additionally, newer features include:

• User ID override / cross-device reports
• New IP and user agent override
• Time zone-based processing

Just remember the switch isn’t automatic, so you will need to initiate the transition, as well as implement the new JavaScript code onto your website.

2. If I upgrade, am I going to lose my historical data or information?

No. Google understands the value of your data. Once you’ve upgraded to Universal Analytics, you will still be able to access and analyze all of your historical/existing data.

3. What if I don’t upgrade?

If your account is not upgraded by the as-yet-to-be announced deadline, Google Analytics will stop collecting your website data.

You can use this Quick Start Tracking Code from Google to begin your journey into Universal Analytics.