Our blog | equimedia

Why Upgrade to Universal Analytics?

Written by Jonathan | 12-Jun-2014 15:45:00

As of April when Universal Analytics finally came out of beta we entered phase three of the universal upgrade timeline. At this point in time universal analytics is now the only option available when creating new properties and accounts and all new features are available in both the free and premium versions of the tool.

For those of you that still have properties and accounts running on the classic version of Google Analytics it’s now not a question of why upgrade but more a question of when.

Upgrading a property from Classic analytics to Universal Analytics is a two step process. Firstly a user with edit permissions will have to start the transfer process from the Google Analytics Admin page. Once the transfer process has completed (typically 48hrs) they will need to replace the existing tracking code with the new Universal Analytics script. Once the tracking code has been updated the migration process is complete.

Properties that don’t complete the transfer process will be Auto upgraded by the end of Q3 2014. Once this stage is complete Universal Analytics will be the operating standard for Google Analytics. At this point data from the Classic Version of the tracking code will remain to be collected and processed for two years. At this point Classic Analytics will be fully depreciated and data will no longer be processed.

Now that we are out of beta and in Phase Three of the migration timeline users should start anticipating the auto transfer process. Whilst users will not receive notifications of the notice it will be possible to see if any of your properties have been auto updated by checking the change history of your account. Big accounts and properties that use AdWords and finally premium should expect their data to be transferred initially with all other accounts to follow thereafter.

Due to the auto migrations being automatically made without notification by the system we would advise that you start planning to update your tracking code as soon as possible. Whilst data will still be collected after the auto migration we would recommend that tags are migrated to take advantage of a whole host of new features and data collection methods that are not available in Classic Analytics.

Features include:

  • Custom dimensions and metrics
  • Remarketing
  • Demographic and Interests reporting
  • Doubleclick impression and view through conversions reporting (premium only)
  • Session and campaign timeout handling
  • Customise organic search sources
  • Exclude referring sources and keywords

We would advise that any site currently running on Classic Analytics starts planning their Universal Analytics migration as soon as possible. As Google Analytics Certified Partners, equimedia are on hand to offer advice and expertise on how to complete this migration and to make sure that you are taking full advantage of the latest GA features.

Further reading: https://developers.google.com/analytics/devguides/collection/upgrade/faq