MeasureFest deck about common (and not so well known) issues & caveats with Universal Analytics.

1. Universal Analytics Common Issues
Making success measurable
Dara Fitzgerald
@darafitzgerald
Analytics Director
@measurelab

2. The Main Issues
#1. Change in Session Handling.
#2. Less visibility for debugging.
#3. Caveats for User ID and Cross Device Reporting.
#4. Viewing Custom Dimensions & Metrics.
#5. Don’t migrate to Universal too hastily.
Making success measurable

3. #1. Session Handling Universal will report more sessions than
Classic due to session handling.
< 2% here.
This will vary!
• Other top-line metrics will also differ (typically higher!):
o Pageviews
o Events
o Transactions
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4. #1. Session Handling
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Referrals are most affected as referrals in UA always trigger new sessions.
Overall data accuracy should be greater in UA due to improved tracking

5. #1. Session Handling – Payment Sites
As referrals trigger new sessions, sales
will be attributed to payment gateways.
< 2% here.
This will vary!
To fix this >>>
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6. #1. Session Handling – Referral Exclusions
google / cpc >> website.com >> payment provider >> website.com
GA transaction
Tells GA
to ignore
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7. #2. Debugging
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Classic GA: campaign data is visible in cookie

8. #2. Debugging
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Universal GA: campaign data not visible!

9. #2. Debugging
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Using Real-Time Reports is helpful but not ideal

10. #3. 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

11. #3. User ID >> Cross-Device Reporting
Device Overlap
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Device Paths

12. #3. User ID – what you might not know!
• The User ID is not exposed in reporting, unlike with
custom dimensions.
• Cross-device reports only available in User ID Views
(segmented!), and not in standard ‘master‘ Views.
• Session stitching 
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13. #3. User ID – session unification
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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14. #4. 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

15. #4. Custom Dimensions & Metrics
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There is no default report for custom dimensions & metrics

16. #4. Custom Dimensions & Metrics
Max. of 5 tabs per custom report!!
Can also be selected as
primary/secondary dimensions in
reports
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17. #5. 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 and
remove all ga.js code from the website.
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https://developers.google.com/analytics/devguides/collection/upgrade/

18. #5. Migration to Universal - 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

19. Summary
#1. Change in Session Handling – beware for YoY reporting.
#2. Less visibility for debugging – use Real-Time Reports.
#3. Be clear on caveats for User ID/Cross Device Reporting.
#4. Use Custom Reports for Custom Dimensions & Metrics.
#5. Compare Classic & UA in parallel before fully migrating.
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20. THANK YOU!
Making success measurable
Dara Fitzgerald
@darafitzgerald
Analytics Director
@measurelab