How To Upgrade To Universal Analytics: A Survival Guide
An icy storm gathers in the North. Winter’s first frigid gales bring harrowing legends of server-side configurations, custom dimensions, and cross-device tracking. Web analysts shiver with fear, ill-prepared for the creeping frost. There is nothing to stop it now. Universal Analytics is coming.
At this year’s GA Summit, we heard a major announcement that a migration tool (affectionately called an “upgrade tool”) will one day soon allow users of Google Analytics’ asynchronous code to port their data into Universal Analytics. With a couple of clicks, it will be possible to visit the Admin section and upgrade your existing properties to Universal Analytics (UA).
From a screenshot shared at the Summit:
All Google Analytics properties will soon be required to use Universal Analytics. Properties that aren’t upgraded will be auto-upgraded to Universal Analytics in the future.
What was not announced was a timeline for such an upgrade tool. We should assume it is on the way “soon”, with the auto-upgrade feature not far behind.
Let’s be clear: Universal Analytics is an amazing improvement over the asynchronous version of Google Analytics. Given the choice when creating a brand new property in GA, there should be no hesitation: Universal Analytics is the way to go.
But what if you have existing data in a legacy asynchronous property… perhaps a property that’s been tracking for years? What if you have custom events, virtual pageviews, cross-domain tracking, or one of a thousand other configuration settings in place across your website?
You’re going to have to upgrade… ready or not. What can you do?
Even before the Universal Analytics Upgrade Tool is released, you should begin the upgrade process — right now. Why? Because you can’t afford to make a mistake. Being proactive ensures that there is no data lost in your legacy property, and it ensures that tracking is identical across both implementations.
Follow these Steps Now:
First, login to Google Tag Manager and create an account, if you haven’t already. This account will hold “containers,” which will contain the tags for your website(s).
Step 2. Create a new Tag Manager container for your website.
Similarly, create a container for the website whose tracking code you want to upgrade. This container will hold all the tags, rules and macros that are related to your website.
For a conceptual breakdown of what tags, rules and macros do, refer to the Tag Manager Support Center. Spoiler: rules dictate when particular tags will appear on what pages based on custom information retrieved by macros.
Step 3. Grab the GTM tracking code and place it on each page of your site.
From now on, you’ll be able to manage all your tags from inside Google Tag Manager! But we’re not done yet…
Step 4. Create a new Property in Google Analytics for your website. Select Universal Analytics.
It won’t be too long before this is the only option, but remember: you’re being proactive! Select “Universal Analytics”. This is when the fun begins.
You’ll need to hold on to this ID for later (Step 7).
Step 6. Create a new tag in Tag Manager for “Universal Analytics – beta”.
When you create a tag in Google Tag Manager, your first choice is to select the “Tag Type”. In this case, you want to select “Universal Analytics (beta)”. This tag will be the one that delivers your Universal tracking code on the pages of your choosing.
Step 7. In the Tracking ID field, paste in the UA-ID.
When you select the “Universal Analytics (beta)” tag type, the next option is for your tracking ID. Paste here the UA-ID from Step 6.
Step 8. Customize your advanced options how you see fit.
Step 9. Add the appropriate Firing Rule.
You probably want this tag to appear on “All Pages”, so select that rule.
Rules are very powerful. You could create rules that target just a particular section of your website. For example, you might want to create another tag which contains a differently-customized version of the Analytics tracker from Step 8 and apply that tag only on pages in a particular section, like your blog. Look into some of the great regular expression resources out there to use rules to their fullest potential.
Step 10. Save the tag. Create a version. Publish the container.
Click the button to save. Click “Create a version”. Click “Publish”.
Bingo. You’ve just activated Universal Analytics using Google Tag Manager.
Step 11. Test that Universal Analytics is tracking properly by looking at your Real-time reports.
I’m not kidding. Check right now.
Step 12. Set up event tracking using Google Tag Manager, set up goals inside GA, create the proper View filters; etc.
Did you know that you can now use Google Tag Manager to add event tracking? This is another recent announcement from the GA Summit a few weeks ago, and the implications are huge for those of us who used to track link clicks and form submits using jQuery. Now Tag Manager can handle those events for us.
Step 13. Ride out the winter. (Wait.)
Test and Wait. You’ve done the hard stuff. Make sure everything is working, and ride out the proverbial and/or literal winter.
Who knows how long it will be before the auto-upgrade feature comes along, but now you’ll be prepared.
But you’re not done quite yet.
When the Upgrade Tool is available:
Update: The Upgrade Tool is now available for most users! However, there are still several integrations that are unavailable: Remarketing, Google Display Network Impression Reporting, DoubleClick Campaign Manager Reporting, and Google Analytics Demographics and Interests Reports. Also, dc.js is not yet supported. Find out more at the Universal Analytics Upgrade Center.Step 14. When you are feeling confident in your data, upgrade your legacy asynchronous property to Universal Analytics.
In accordance with the above screenshot, we can assume that there will be an option in the Admin, under your old asynchronous Property settings, for “Universal Analytics Upgrade”.
Click it. Follow the directions to “transfer” to Universal Analytics.
Hopefully this only takes a few minutes, but you’ll need to (quickly) remove all references to your legacy Analytics tracking code. You’ll have to do it immediately, because for a few precious moments, your website will not be tracking into Google Analytics.
Grab your UA-ID and copy it to your clipboard. It is the value in your code that looks like this:
Some small part of you will die, but spring’s first thaw is almost here…
Quickly now: log in to Tag Manager and navigate to the tag you created for “Universal Analytics (beta)”. We need to change the Tracking ID for this tag to the good old legacy asynchronous UA-ID that you copied to your clipboard in Step 15.
Step 17. Save the tag. Create a version. Publish the container.
Step 18. Test that Universal Analytics is working by looking at your Universal Analytics Real-time reports.
Check those Real-time Reports one last time…
You now have consistent historical data inside your old Google Analytics property, dating back to the first day of data collection and into the future.
Welcome to the glorious new age of Universal Analytics and simplified tag management!
About Alex Moore
Alex Moore is our Analytics Department Lead. For over a decade he has built websites from the ground up, placing web analytics at the root of digital marketing strategy. Alex has spent eight years in the consultancy world and in client-facing roles, working on search engine marketing, development, web analytics and custom reporting. He also heads LunaMetrics training seminars across the country. The next seminar Alex will be leading will be a Google Analytics training in Houston. An avid independent backpacker and traveler, Alex also has his Masters in Religious Dialogue from Ireland, where he discovered that most sectarian conflict can be settled over a pint of plain.