Universal Analytics Common Issues

Making success measurable

Dara Fitzgerald@darafitzgerald

Analytics Director@measurelab

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

#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 Eventso Transactions

Making success measurable

#1. Session Handling

Making success measurable

Referrals are most affected as referrals in UA always trigger new sessions.

Overall data accuracy should be greater in UA due to improved tracking

#1. Session Handling – Payment SitesAs referrals trigger new sessions, sales will be attributed to payment gateways.

< 2% here. This will vary!

To fix this >>>

Making success measurable

#1. Session Handling – Referral Exclusions

google / cpc >> website.com >> payment provider >> website.com

GA transaction

Tells GA to ignore

Making success measurable

#2. Debugging

Making success measurable

Classic GA: campaign data is visible in cookie

#2. Debugging

Making success measurable

Universal GA: campaign data not visible!

#2. Debugging

Making success measurable

Using Real-Time Reports is helpful but not ideal

#3. User ID

Cross Device Measurement with User ID (new method)

Making success measurable

https://support.google.com/analytics/topic/6009743?hl=en&ref_topic=2790009

#3. User ID >> Cross-Device ReportingDevice Overlap

Making success measurable

Device Paths

#3. User ID – what you might not know!

•The User ID is not exposed in reporting, unlike withcustom dimensions.

•Cross-device reports only available in User ID Views(segmented!), and not in standard ‘master‘ Views.

•Session stitching

Making success measurable

#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

Making success measurable

#4. Custom Dimensions & Metrics

Can be set at different levels:• Hit • Session • User

var dimensionValue = 'SOME_DIMENSION_VALUE';ga('set', 'dimension1', dimensionValue);

Making success measurable

https://support.google.com/analytics/answer/2709828?hl=en

#4. Custom Dimensions & Metrics

Making success measurable

There is no default report for custom dimensions & metrics

#4. Custom Dimensions & MetricsMax. of 5 tabs per custom report!!

Can also be selected as primary/secondary dimensions in reports

Making success measurable

#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 andremove all ga.js code from the website.

Making success measurable

https://developers.google.com/analytics/devguides/collection/upgrade/

#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!

Making success measurable

https://developers.google.com/analytics/devguides/collection/upgrade/#phases

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.

Making success measurable

THANK YOU!

Making success measurable

Dara Fitzgerald@darafitzgerald

Analytics Director@measurelab