www.crossview.com 1November 2014 CrossView Confidential | CrossView Intellectual Property

UNIVERSAL ANALYTICS:

WHAT’S THE BIG DEAL?Jenny Elliott

Senior Manager, Digital Analytics

jelliott@crossview.com

www.crossview.com 2

AGENDA

• Overview – what is the big deal?

• What are the benefits?

• Who should upgrade?

• How do I upgrade?

• What are the typical stumbling blocks to be mindful of?

• Q & A

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WHAT IS THE BIG DEAL?

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OVERALL GOOGLE ANALYTICS HAS LARGE COVERAGE

Source: http://trends.builtwith.com/analytics/Google-Analytics

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EVOLUTION OF GOOGLE ANALYTICS TRACKING

Urchin Synchronous UniversalAsynchronous

• Google uses

acquisition of Urchin

Software to power

Google Analytics

• UID

• Enhanced eComm

• …and a lot more!

• Smaller file size

• Simpler eComm

enablement

• Custom event

tracking

• Faster and more

accurate

2006 20092007 2014

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WHAT IS UNIVERSAL ANALYTICS?

“Universal Analytics is a set of technological innovations that improve the way data is

collected and processed in Google Analytics.”

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

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WHAT IS UNIVERSAL ANALYTICS REALLY?

Translator Decoder Ring

Treasure Map

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UNIVERSAL ANALYTICS GAINING GROUND

Source: http://trends.builtwith.com/analytics/Google-Universal-Analytics

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COMMON REASONS FOR NOT UPGRADING

• “If it ain’t broke…”

• “I thought I was already on Universal Analytics”

• “Technical updates seem intimidating”

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WHAT ARE THE BENEFITS?

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TRACKING ACROSS DEVICES AND ENVIRONMENTS…

…is hard

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TRACKING ACROSS DEVICES AND ENVIRONMENTS…

…is required

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ENABLING THE USER ID FEATURE

• Determine a unique, persistent and non-personally identifiable string for each user

• Pass this into the Universal Analytics tracking code as soon as it is available

• Enable the feature in the report suite

• Creates a separate profile view with exclusive User ID reports such as Cross

Device, and also adds a User-ID Coverage in your non-filtered profile

• More detail on Cross Device reports:

https://support.google.com/analytics/answer/3234673?hl=en

amazing insights found here

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CUSTOM DIMENTIONS AND METRICS

• Up to 20 custom dimensions and metrics per account

• Set in the page code but configured at the Admin level

• In addition to supporting the traditional page level,

session level and user level scopes, there is a new

product level scope

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EXAMPLE CUSTOM DIMENSIONS AND METRICS

• Same use cases used for defining a Custom Variable in Classic Google Analytics

applies to Custom Dimensions

• Capture visitor login state

• Capture name of A/B experiment being run

• Consider these uses for custom metrics

• Count “members only” visits

• Count number of orders that contain a gift box and revenue generated by gift

boxes

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ENHANCED ECOMMERCE OVERVIEW

• Tracks the following activities:

• Product impressions

• Product clicks

• Viewing product details

• Adding a product to a shopping cart

• Initiating the checkout process

• Transactions

• Refunds

• Also supports measurement for internal promotions

• Impressions and clicks on content spots on the site for example

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ENHANCED ECOMMERCE ENABLEMENT

• Two step process:

• Enable in the admin interface

• Add a variety of new tags to the site

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CROSS DOMAIN TRACKING IS WAY EASIER

Before… After…Autolink plugin to the rescue!

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SOME ACCOUNT CONFIG MOVED TO ADMIN

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DON’T GET LEFT BEHIND!

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WHO SHOULD UPGRADE?

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CONSIDERATIONS FOR EACH VERTICAL

• B2C eCommerce

• Enhanced eCommerce features

• Using the UID to track visitors across devices and mobile apps

• B2B eCommerce

• Tie the User ID at the account level and incorporate dimension widening by

account type to segment at the account level

• Non-Commerce

• Newspaper example –Tie information about newspaper delivery to digital

subscription access, track across different digital devices

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HOW DO I UPGRADE?

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STEP 1: CHECK YOUR UPGRADE STATUS

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STEP 1: CHECK YOUR UPGRADE STATUS

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STEP 2: UPDATE YOUR PROPERTY SETTINGS

• Use property UI to set-up custom dimensions, metrics, session settings, referral

exclusion lists, etc.

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STEP 3: UPDATE YOUR PAGE CODE

• Visit the Google Analytics developer tagging reference guide for instructions on how to switch

syntax for page view, events, eComm, custom dimensions, etc.

https://developers.google.com/analytics/devguides/collection/upgrade/reference/gajs-analyticsjs

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TAG MANAGERS MAKE IT EASIER

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THINGS TO WATCH OUT FOR

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GOTCHAS

• Don’t forget that the upgrade is a three step process

• Just because your account is enabled for Universal Analytics, you’re only taking

advantage of the tooling when you site tagging is upgraded as well

• Remember that if you enable the User ID feature, that profile view is a filtered view

• NEVER pass personally identifiable information as the User ID

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WRAPPING UP

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Q&A IN PROGRESS

• A global Cross-Channel Commerce

Solution Provider that delivers strategy,

technology and services for a more

connected commerce enterprise.

• Our commerce solutions unify marketing

and technology to create smarter, more

personalized and profitable customer

interactions.

• CrossView helps enterprises understand

and apply commerce best practices.

• We build, integrate, launch and manage

technology across all touchpoints,

partnering with clients to understand,

engage and delight customers

About CrossView

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Jenny Elliott

Senior Manager, Digital Analytics

jelliott@crossview.com