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Why And How To Upgrade To Google Analytics To Universal Analytics

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Back in October 2012, Google announced Universal Analytics as the next version of the Google Analytics tracking code, offering some major new features and functionality to all account holders.

Going forward Universal Analytics is the default tracking code for new web properties. Web properties that are using the old Google Analytics tracking code will need to migrate to Universal Analytics any time soon.

During this webinar, Emarketeers' analytics consultant, Remco Van Der Beek, demonstrates the benefits of Universal Analytics, providing a step-by-step guide on changes you will need to implement to upgrade from the old Google Analytics tracking code to the new Universal Analytics.

Why And How To Upgrade To Google Analytics To Universal Analytics

  1. 1. © Emarketeers 2007Page 1 Upgrading to Universal Analytics Webinar, Friday 16 May 2014
  2. 2. © Emarketeers 2014Page 2May 16, 2014 About me
  3. 3. © Emarketeers 2014Page 3May 16, 2014 What you will learn during the next 45 minutes… 1. What is new in Universal Analytics ? 2. How to upgrade ? 3. New Universal Analytics tracking codes & cookie 4. New Universal Analytics settings 5. Custom dimensions and metrics
  4. 4. © Emarketeers 2014Page 4 GATC vs. UAMP technical differences Google Analytics (GATC) • 100% client side via ga.js • Session-based • 4 cookies: _utma, _utmb, _utmc, _utmz Universal Analytics Measurement Protocol (UAMP) • client side via analytics.js • server side via Measurement Protocol • Visitor-based • 1 cookie with a unique visitor id: _ga • E-commerce tracking requires separate javascript 16/05/14
  5. 5. © Emarketeers 2014Page 5 And so...? 16/05/14
  6. 6. © Emarketeers 2014Page 6 Measurement Protocol “The Google Analytics Measurement Protocol allows developers to make HTTP requests to send raw user interaction data directly to Google Analytics servers. This allows developers to measure how users interact with their business from almost any environment. Developers can then use the Measurement Protocol to: •Measure user activity in new environments. •Tie online to offline behavior. •Send data from both the web and server.” 16/05/14 Recommended reading: measurement-protocol/
  7. 7. © Emarketeers 2014Page 7 User-ID v=1&_v=j21&a=721069104&t=pageview&_s=1& %2F2014%2F04%2F10%2Funderstanding-cross-device-measurement-and-the-user-id %2F&ul=en-us&de=UTF-8&dt=Understanding%20Cross%20Device%20Measurement %20and%20the%20User- ID&sd=24bit&sr=1366x768&vp=1349x657&je=1&fl=13.0%20r0&_u=cE~&cid=169689603. 1400056245&tid=UA-91817-11&z=1918969519&uid=0123456789 16/05/14 Recommended reading: measurement-and-the-user-id/
  8. 8. © Emarketeers 2014Page 8 Cross device tracking 16/05/14 Old Google Analytics Universal Analytics + + + + = = 3 unique visitors 1 unique visitor &uid=12345 &uid=12345 &uid=12345 &cid=111 &cid=222 &cid=333 &cid=111 &cid=222 &cid=333
  9. 9. © Emarketeers 2014Page 9 Connecting online and offline 16/05/14 A voucher printed from your website is redeemed in a physical store. A User-ID can be passed on via a scanable bar code and store purchases can be connected to website behaviour. Online and offline purchases using loyalty cards can be correlated.
  10. 10. © Emarketeers 2014Page 10 Connecting systems and devices 16/05/14 • During a telephone order or store purchase a User-ID is captured. This can be correlated to website data with the same User-ID. • E-shop returns. Connecting devices.
  11. 11. © Emarketeers 2014Page 11 How to upgrade to Universal Analytics ? 16/05/14
  12. 12. © Emarketeers 2014Page 12 Urgency to upgrade ! See 16/05/14
  13. 13. © Emarketeers 2014Page 13 Option 1: Upgrade Center • Migrate your current Google Analytics tracking code using the Universal Analytics Upgrade Center • pgrade/guide May 16, 2014
  14. 14. © Emarketeers 2014Page 14 Option 1: Upgrade Center May 16, 2014 ga.js, dc.js, In-Page Analytics, Site speed, trackSocial, Event tracking, E-commerce codes will not be upgraded !!!
  15. 15. © Emarketeers 2014Page 15 Option 2: Manual upgrade • Create a new property. • Implement the Universal Analytics tracking code, analytics.js, alongside the old Google Analytics code (ga.js). • Implement additional Universal Analytics codes: dc.js, In-Page Analytics, Site speed, trackSocial, Event tracking, E-commerce. May 16, 2014
  16. 16. © Emarketeers 2014Page 16 New tracking codes overview 16/05/14
  17. 17. © Emarketeers 2014Page 17 Universal Analytics tracking code May 16, 2014
  18. 18. © Emarketeers 2014Page 18 Universal Analytics cookie • One first party _ga cookie (expires after 2 years) with a randomly generated identification number. • This number is sent on every hit to the Google Analytics server and is used to calculate visits, visitors and campaign metrics. May 16, 2014 Recommended reading: analytics-cookies-ultimate-guide/
  19. 19. © Emarketeers 2014Page 19 Demographics & Interest reports • Enable Demographics and Interest reports May 16, 2014
  20. 20. © Emarketeers 2014Page 20 Demographics & Interest reports • Modify tracking code to support display advertising Source: May 16, 2014
  21. 21. © Emarketeers 2014Page 21 Demographics & Interests reports May 16, 2014
  22. 22. © Emarketeers 2014Page 22 In-Page Analytics May 16, 2014
  23. 23. © Emarketeers 2014Page 23 In-Page Analytics • Distinguish between multiple links to the same destination page, attributing the right number of clicks to each link. • Provide click-through information even when redirects are being used. • Provide click-through information for other elements such as buttons or navigations that were triggered by JavaScript code. May 16, 2014
  24. 24. © Emarketeers 2014Page 24 In-Page Analytics May 16, 2014
  25. 25. © Emarketeers 2014Page 25 E-commerce tracking code 1. Requires additional e-commerce javascript 2. Enable e-commerce reporting in profile settings 3. Add e-commerce code to shopping cart receipt (thank you) page May 16, 2014 See lyticsjs/ecommerce?hl=en
  26. 26. © Emarketeers 2014Page 26 Track Social measurement code May 16, 2014 • network (required) : the social network e.g. Facebook, Twitter • socialAction (required) : the social action e.g. Like, Share, Tweet • opt_target (optional) : the URL (or resource) which receives the action. For example, if a user clicks the Like button on a page on a site, the the opt_target might be set to the title of the page, or an ID used to identify the page in a content management system. In many cases, the page you Like is the same page you are on. • opt_pagePath (optional) : the page by path (including parameters) from which the action occurred.
  27. 27. © Emarketeers 2014Page 27 Track Social measurement code 1. Add social buttons 2. Send social interactions to Google Analytics May 16, 2014 Source: google-analytics-hacks-using-the-new-universal- analytics-js/
  28. 28. © Emarketeers 2014Page 28 Site speed May 16, 2014 By default 1% of traffic is used for calculation. To increase the sample size modify the tracking code as follows:
  29. 29. © Emarketeers 2014Page 29 Event tracking Call the event in the source code of the video, object or widget that needs to be tracked •category (required): the name for the group of objects you want to track. •action (required): a string that is uniquely paired with each category, and commonly used to define the type of user interaction for the web object. •label (optional): an optional string to provide additional dimensions to the event data. •value (optional): an integer to provide numerical data about the user event. •non-interaction (optional): when set to true/1, the event hit will not be used in bounce-rate calculation. May 16, 2014
  30. 30. © Emarketeers 2014Page 30 Tracking banners and outgoing links using event tracking • Imagine a link to another website: <a href="" >Visit advertiser XYZ</a> • With the event tracking implemented the link could look like this: <a href="" onClick="ga('send', ‘event', ‘external link', ‘advertiser name', ‘version A');" >Visit advertiser XYZ</a> May 16, 2014
  31. 31. © Emarketeers 2014Page 31 New settings in Universal Analytics 16/05/14
  32. 32. © Emarketeers 2014Page 32 Settings: User-ID • In order to enable cross device tracking a unique User-ID is required ! • You must move the User-ID from a database to your website (think login !). This is not covered by Google analytics and requires programming. 16/05/14
  33. 33. © Emarketeers 2014Page 33 Settings: User ID: step 1- enable May 16, 2014
  34. 34. © Emarketeers 2014Page 34 Settings: User ID: step 2 – tracking code implementation 16/05/14 Recommended reading: device-measurement-and-the-user-id/
  35. 35. © Emarketeers 2014Page 35 Settings: User ID: step 3 – create User-ID view 16/05/14 Recommended reading: the-user-id/
  36. 36. © Emarketeers 2014Page 36 Settings: session timeout handling • A session dictates how long a visit lasts (impacts metrics such as pages/visit, conversions, etc.). • Default: sessions end after 30 minutes • If a visitor doesn’t generate any new data within 30 minutes, the next piece of data they generate will be part of a new visit. • Use cases: – Visitors are signed out automatically after being inactive for a certain amount of time – Adapt in function of the amount of content on your site. • Minimum 1 minute, maximum 4 hours. 16/05/14
  37. 37. © Emarketeers 2014Page 37 Settings: campaign timeout handling • Default: campaigns end after 6 months. • Google Analytics attributes conversions and revenue to the most recent traffic source that isn’t direct: a visitor visits a site today via a campaign, waits 5 months, visits the site again by entering in the URL (a direct visit), then purchases something => sale will be attributed to the campaign. • Change the settings so campaigns end when the time the campaign is going to run or expected to be relevant for is not 6 months, eg. a social media micro-campaign might only last a few days. • Campaign timeout cannot be greater than 2 years. 16/05/14
  38. 38. © Emarketeers 2014Page 38 Settings: customize organic search sources • Traffic through any search engine not included in the default search engines list is considered referral traffic, not as organic search traffic. • Add, delete, and reorder the list of recognized search engines. • Organic search traffic is assigned to the first search engine on your list that matches the domain name and query parameter of the incoming visit. 16/05/14
  39. 39. © Emarketeers 2014Page 39 Settings: referral exclusions • Exclude specific domains from being recognized as referral traffic. • Self-referrals: the domain of your GA property is automatically excluded from referral traffic. • Manually add other domains (including sites in a cross-domain tracking or third-party shopping cart setup) to exclude. 16/05/14
  40. 40. © Emarketeers 2014Page 40 Settings: search term exclusions • Remove designated search terms from search traffic to direct traffic. • Examples: company name, domain name, branded search terms. • Only applies to organic and not paid search traffic ! 16/05/14
  41. 41. © Emarketeers 2014Page 41 Custom dimensions and metrics • In UA, custom variables are called custom dimensions or custom metrics. • 20 custom dimensions and 20 custom metrics per account (200 in Premium accounts) • Custom dimensions or metrics have to be recorded WITH another data type in Universal Analytics (like a pageview, event, or ecommerce transaction), they can not be recorded on their own. 16/05/14
  42. 42. © Emarketeers 2014Page 42 Step 1: Define the dimension or metric 16/05/14
  43. 43. © Emarketeers 2014Page 43 Step 2: Install JavaScript to track dimensions and metrics. 16/05/14
  44. 44. © Emarketeers 2014Page 44May 16, 2014 Questions ?
  45. 45. © Emarketeers 2014Page 45 Thank you for listening ! More Google Analytics: • • Or call us on 0845 680 1235 or follow us… @Emarketeers May 16, 2014