Universal Analytics is a new version of Google Analytics, offering new ways to process and analyse your data, and exclusive features.

Customise key concept defi nitions, such as organic traffi c, referral sites, visit and

campaign duration directly from the interface.

From Google Analyticsto 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 identifi cation (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

Migration complexity

Key points of attention

Complexity levelModifi cation required

Depends on digital property type, and whether a tag management system (TMS) is already set up

No code modifi cation requiredAll changes occur within TMS

If a TMS is already set up

Low

Requires code modifi cationIf no TMSis 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

fi fty-fi ve helps brands leverage their data to increase marketing, advertising, and sales effecti-veness. We help businesses collect, enrich, and activate their data to fi nd new customers, foster engagement, increase conversion, and drive sales across online and offl ine 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, fi fty-fi ve has offi ces in Paris, London and Hong Kong.

fi fty-fi ve proprietarywww.fi fty-fi ve.com | contact@fi fty-fi ve.com | Paris • London • Hong Kong