Help & Resource Center

Google Universal Analytics Upgrade


When I'm in Google Analytics, I see a note to upgrade to Universal Analytics in the Properties section. What is it and is this something that I need to do?



Universal Analytics is a new technology that Google is using to improve the way data is collected and processed in Google Analytics. Right now it is in Beta testing, but will eventually be required for all Analytics users. Any properties that don't go through the process will be automatically transferred in the future.
Some of the advantages that you will see with this upgrade include:

  • Get new and more flexible data collection methods that let you track any digital device (website, mobile and other digital services like game consoles and information kiosks.
  • Use simplified and more accessible configuration options.
  • Create custom dimensions & custom metrics to collect data such as product details that Google Analytics doesn't automatically track.
  • Stay up to date with new features and updates that are unavailable to previous versions of Google Analytics.

For now, you don't need to do anything. We are waiting until it comes out of Beta and will determine how to get it implemented for our clients. With the upgrade, you will still have access to all of your current data.

For more information on the Universal Analytics Upgrade, go to: