Universal Analytics is the new operating standard for Classic Google Analytics (current Analytic). Google said that "All Google Analytics properties will soon be REQUIRED to use Universal Analytics. Properties that don't follow the upgrade process will be auto-transferred to Universal Analytics in the future". Even though Google says this, still there is no feature like auto-upgrade of tracking code. I mean only property will be auto-upgraded and not Universal Analytics tracking code. So, today or tomorrow you need to do it manually. It's better if you do it today itself as Universal Analytics has many benefits.
The benefits being :
1. More Analysis tools
You will be provided with stats and information about
- Pageviews
- Search sources
- Keywords
- Demographics (Age and gender) of users
- New and returning users
- Traffic source - Desktop, mobile and game consoles
- Social - network referrals, visitors flow
- SEO - Landing pages, queries
- Site health - speed, search, content
2. Improved data processing
Faster and quicker way of processing and gathering data so as to provide you with all relevant stats (above listed)
3. Link Adsense property and analyze for better monetizing
This will help you view the stats of
- AdSense pages
- Earnings
- AdSense Referrers
4. Receive new features and update
This will help you keep updated. Google declared that "Classic Google Analytics property (old Analytics) will not receive any future updates and doesn't hold any product changes, while Universal Analytics does". So, upgrading will help us receive regular updates to enjoy new and latest features for better tracking of site health status.
5. New data collection methods
This helps you track the data from three service areas; one from websites, second from mobile device (Android and iOS) and the third from digital devices like game consoles. So, you can have an insight of usage on any digital device.
6. Control and insight on Organic search sources
Universal analytics tool holds the feature of separating traffic that comes from two sources named: organic search engines and referral sources. Analytics consider the traffic from any of the default search engines (the list can be viewed in the analytics page) as organic search traffic, while all other traffic (that is not in the list) is considered as referral traffic. The advantage with Universal Analytics tool is you can either add, remove or even reorder the list of default search engines as per your requirement.
A total of 39 default search engines (other than Google and other google sites) are listed, some of them being Google, Yahoo, MSN, Bing, AOL, ASK, Netscape, CNN, About, Baidu, Live, Voila, Alice, Mama, Search.
You may change the settings (add, delete or reorder) of organic search traffic anytime by going through
Admin > Tracking info > Organic Search sources.
Admin > Tracking info > Organic Search sources.
6. Referral exclusions
Like I said before, traffic that comes from other than default search engines like link from other sites, ads and social networks are considered as Referral traffic. The beautiful feature of Universal analytics is that we can remove some specific websites or domains from the list of referrals. but this is to be done manually. To change the setting of referral traffic sources (add or remove them) you need to follow
Property > Admin > Tracking Info. > Referral Exclusion List
7. Search term exclusions
This feature in Universal Analytics helps to categorize some traffic as direct traffic by allowing you to exclude some specific search terms from being tracked in your property. Like say; if you exclude your own or company name as search terms, than all the traffic from this search terms will be taken under direct traffic in your reports. To exclude search term you have to alter the settings in
Property > Admin > Tracking Info > Search Term Exclusion List
The above are the benefits of using upgrading your property from classic to Universal Analytics. To put everything in a single line - Universal Analytics is like "Encyclopedia of stats and data to monitor your sites health". Because it also holds the stats of Google Webmaster (Learn how to link webmaster with Analytics).
Remember; if you have more than one property, then you need to upgrade each property separately and it may take upto 24 to 48 hours to update !, that is the only disadvantage till now.
If you wish to check whether your analytic account is already upgraded or not. Goto Admin > account > property. Under property column, if it shows 'Tracking info' (just like the one shown in below picture), then your account is already upgraded. If it shows 'Tracking Code', then it mean that you are using the older version, in other words 'classic Analytic' and therefore you need to upgrade. In that same column, you should be seeing 'Universal Analytic Upgrade'. Click that to update, but before doing this, please go through the below guide and understand the process properly.
Google Guide
To get more insight into the subject, check this beautiful video from Google developers
Hope this helps.
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