Universal Analytics is a set of technological innovations that improve the way data is collected and processed in Google Analytics

Universal Analytics gives you access to improved data processing, new collection methods, and more analysis tools. Universal Analytics has the following benefits:

Connect multiple devices, sessions, and engagement data with the User ID.

The User ID is a Universal Analytics feature that you can use to associate multiple sessions (and any activity within those sessions) with a unique ID. When you send a unique ID and any related engagement data to Google Analytics, all activity is attributed to one user in your reports. With the User ID, you can get a more accurate user count, analyze the signed-in user experience, and get access to the new Cross Device reports. Learn more about the User ID.
Get the new and more flexible data collection methods that let you track any digital device.

Universal Analytics introduces three new data collection methods, so you can tailor your implementation to meet your specific needs. Use the analytics.js JavaScript library for websites, the Mobile SDKs v2.x and higher for Android and iOS, and the Measurement Protocol for other digital devices, like game consoles and information kiosks. All of the new collection methods are developer-friendly, so you can implement and customize your tracking code more easily. Cross domain tracking for websites is dramatically simpler and more accurate.

Use simplified and more accessible configuration options.
Universal Analytics gives you more configuration options in your Google Analytics account, so you don't have to adjust your tracking code to make modifications. 

Create custom dimensions & custom metrics to collect data that's unique to your business.

Custom dimensions and custom metrics are like default dimensions and metrics in your Analytics account, except you create and define them yourself. They're powerful tools you can use to collect and segment data that Google Analytics doesn’t automatically track, like product details, levels in games, or authors of content pages. Learn more about custom dimensions and custom metrics.

Stay up to date with new features and updates.

Universal Analytics is the new operating standard for Google Analytics. All product updates and new features will only be available to Universal Analytics properties that receive data from a Universal Analytics tracking code (analytics.js Javascript on websites, Mobile App SDKs v2.x or higher for Android and iOS, and the Measurement Protocol for other digital devices). Classic properties and properties receiving data from a previous version of Google Analytics tracking code (like the ga.js JavaScript library) will not receive any product updates and access to new features.

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