Universal Analytics is a new version of Google Analytics, offering new ways to process and analyse your data, and exclusive features. Here is what you need to know about this tool.

1. Universal Analytics is a new version of Google
Analytics, offering new ways to process and
analyse your data, and exclusive features.
Customise key concept definitions, such as organic traffic, referral sites, visit and
campaign duration directly from the interface.
From Google Analytics
to Universal Analytics
Set up required (admin)
New methods for data processing
– Isolate users through a unique ID to analyse
cross-channel / cross-device behaviour
– Requires on-site identification (logging in)
– Data layer Push
– Data recovery in Google Tag
Manager (GTM)
User ID
– Vs. 5 custom variables in Google Analytics
(GA)
– Applicable to multiple scopes (visits, visitors,
hits)
– In custom reports and segments
– Data layer Push
– Data recovery in GTM
20 Custom Dimensions
– Add functions, integers, currencies, time
values, etc.
– In custom reports and segments
– Data layer Push
– Data recovery in GTM
20 Custom Metrics
– Get better insights into purchasing
behaviour, customer engagement,
performing offers, cancelled transactions
– New GTM setting
Enhanced E-commerce Reports

2. Migration complexity
Key points of attention
Complexity levelModification required
Depends on digital property type, and whether a tag management system (TMS) is already set up
No code modification required
All changes occur within TMS
If a TMS is
already set up
Low
Requires code modification
If no TMS
is set up
Moderate
Apps
Sites
The only existing Google code to track apps is already
Universal Analytics (UA) based
Low
For further details about UA migration, please visit Google’s designated resources at developers.google.com
– From now on, all new web properties will have UA set up by default
– Once migration to UA is done, it is not possible to migrate back to a
GA set-up
– The multiple GA cookies are replaced by one unique UA cookie
– This unique cookie will enhance data reliability
fifty-five helps brands leverage their data to increase marketing, advertising, and sales effecti-
veness. We help businesses collect, enrich, and activate their data to find new customers, foster
engagement, increase conversion, and drive sales across online and offline channels. We work
with our clients to achieve these goals using a combination of consulting, software, and mana-
ged services. Co-founded by former Google executives, fifty-five has offices in Paris, London and
Hong Kong.
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