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