What’s the difference between Classic Google Analytics and Universal Analytics?

Are you confused about the difference between Google Analytics (GA2) and Universal Analytics (GA3)? Or maybe you’re having a hard time explaining the difference to your customer/coworker? If you answered Yes to at least one of these questions, then this blog post is for your.

Originally, I wasn’t planning to publish this article. In the last 2 years, no one bothered to ask me what the differences between Google Analytics and Universal Analytics are, but in the last week I received the very same question from 3 different people. What a coincidence!

 

TL;DR

For those who are in a hurry, here’s a short answer: There is no difference between Google Analytics (GA2) and Universal Analytics(GA3). They are the same thing. When you see someone comparing Universal Analytics to Google Analytics, they are just talking about the new version of GA (called Universal Analytics) and the old one (Classic Analytics).

All newly created Web Properties in Google Analytics are Universal Analytics properties, so you don’t need to do any additional configuration.

If you’re looking for more comprehensive explanation about the core differences between Universal and Classic Analytics, continue reading.

 

 

Timeline

Back in October 2012, Google announced Universal Analytics as the next version of Google Analytics. The tracking code has been overhauled completely, and there were plenty of back-end improvements.

In 2014, Google opened up a public beta of Universal Analytics and everyone could start using it with the same robust set of features people were used to with Classic Analytics + more awesome new stuff.

When creating new web property in Google Analytics, people could choose between Universal and Classic method.

In 2016, all Classic Analytics properties were automatically transferred to Universal Analytics. Since then, all new properties are Universal Analytics properties.

If you are still using old tracking codes on your website, then you’re missing out on benefits of Universal Analytics. Google highly recommends that you upgrade to use a Universal tracking library such as analytics.js or the latest mobile SDKs for Android and iOS.

 

So what’s the difference between Classic Analytics and Universal Analytics?

Since everyone now has at least 2-3 devices to surf the web (laptop, tablet, smartphone, etc.), Google also had to change the way Google Analytics works. Their main goal was to start tracking the same user across different devices, therefore Universal Analytics was born.

That’s why one of the key differences between Universal Analytics and Google Analytics (a.k.a. Classic Analytics) is User ID.

 

User ID

This feature shows the engagement activity of a user across different screens and visits to your site to provide a more user-centric view of your traffic and help you build a more tailored experience for your customers as well.

A friendly reminder: Google is strictly against collecting any personally identifiable information (PII)  in your UA account custom dimensions, custom metrics, and custom data import. So make sure you don’t save any data that can help identify a person (zip code, credit card information, etc.).

It’s important to mention that this whole PII issue is still pretty vague because you cannot store personal information, such as zip code (which helps you identify the person). But, on the other hand, you can do that by sending the user ID in UA reports (which also helps to identify the user).

Anyway, there are some workarounds and tips which you can find here. You can also start using one awesome Google Chrome Extension,  PII Viewer for Google Analytics.

 

Tracking Code

Even if you’re not a developer, you can easily see whether there’s a new tracking code is implemented on a website. UA uses analytics.js Javascript library, whereas the old one uses ga.js.

Here’s what the old, Classic Analytics, tracking code looks like:

<script type="text/javascript">

 var _gaq = _gaq || [];
 _gaq.push(['_setAccount', 'UA-xxxxxxx-x']);
 _gaq.push(['_setDomainName', 'website.com']);
 _gaq.push(['_setAllowLinker', true]);
 _gaq.push(['_trackPageview']);

 (function() {
 var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true;
 ga.src = ('https:' == document.location.protocol ? 'https://' : 'http://') + 'stats.g.doubleclick.net/dc.js';
 var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);
 })();

</script>

And here’s the code of Universal Analytics:

<script>
 (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){
 (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),
 m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m)
 })(window,document,'script','https://www.google-analytics.com/analytics.js','ga');

 ga('create', 'UA-xxxxxxxx-x', 'auto');
 ga('send', 'pageview');

</script>

If you’re not a developer and still find it difficult to remember the difference, here’s my advice for you – remember, that the new code contains “i,s,o,g,r,a,m” in the 2nd line of code. Maybe that will help 🙂

 

 

Custom Data

In the old days of Classic Analytics, you could pass up to 5 custom variables which were available in custom reports. People liked this and were tracking various data points, such as gender, loggedIn:true, pricing plan, etc. The standard free Google Analytics gave 5 of these custom variables, while GA Premium users could use up to 50, and the life was fine then.

After Universal Analytics was introduced, there were introduced several major changes:

• First, custom variables became custom dimensions. 
• Second, the limit was increased to 20 (on the free plan) and 200 (for Premium users). Yay!

 

Send Data with help of Measurement Protocol

The Measurement Protocol allows you to send data to Google Analytics from anything that has access to the internet – think point-of-sale (POS) systems, kiosks, call centers, heck, even a fridge!

This way you can have a much larger and more precise picture of what you’re tracking.

 

Other Noteworthy Differences

• While Classic Analytics can use up to 7 cookies (_utma,_utmb,_utmc,_utmt,_utmz,_utmx and _utmv) to collect visitors’ data, Universal Analytics uses only 2 (_ga and _gat).
• Technical implementation of most features in Universal Analytics differs from the Classic: Event Tracking, Cross-Domain Tracking, Ecommerce Tracking.
• Universal Analytics offers Enhanced Ecommerce Tracking, which is not available in Classic Google Analytics.

 

Universal is The New Black

Although all Google Analytics properties are now transferred to Universal Analytics, it’s unclear what will happen to those properties which are still utilizing the old tracking code (at least I could not find the answer).

Although it’s working fine right now, don’t be sure that this will last forever. Don’t be surprised when your old tracking script will stop working one day. So do not hesitate and start upgrading to the Universal Analytics.

 

Conclusion

If someone asks you what’s the difference between Google Analytics and Universal Analytics, tell them: “None”. Universal Analytics is only a name of the new version of Google Analytics.

When you see someone comparing Universal Analytics to Google Analytics, they are just talking about the new version of GA (called Universal Analytics) and the old one (Classic Analytics).

Here’s what you need to remember:

• All newly created Tracking Properties in Google Analytics are Universal Analytics properties. No additional configuration is needed.
• Universal Analytics is superior to Classic Analytics due to its ability to track the same user across different devices (laptop, smartphone, etc.). All this became possible thanks to user-id.
• Universal Analytics offers more features (e.g. Enhanced Ecommerce) and higher limits (e.g. 20 custom dimensions), compared to the old version of GA.
• You can now send tracking data to Google Analytics from anything that has internet access, thanks to Measurement Protocol.
• Technical implementation of most features in Universal Analytics differs from the Classic: Event Tracking, Cross-Domain Tracking, Ecommerce Tracking.
• If you’re still using old tracking code in your website, do not hesitate and start upgrading to the Universal Analytics today. It is highly recommended.

If I missed some difference between Google Analytics and Universal Analytics (I mean, Classic and Universal Analytics), let me know in the comments.