Universal Google Analytics introduces a set of features that change the way data is collected and organized in your Google Analytics account, so you can get a better understanding of how visitors interact with your content.
In addition to the standard Google Analytics features, Universal Analytics gives you:
- Simplified feature configuration: Universal Analytics exposes options in the Analytics admin interface that were previously only accessible through the development environment. With Universal Analytics, it’s easier to customize configuration settings, like your campaign timeout handling and search term exclusions.
- Custom dimensions & custom metrics: Custom dimensions and custom metrics are like default dimensions and metrics, except you create them yourself. Use them to collect data that Google Analytics doesn’t automatically track.
- Multi-platform tracking: With the Measurement Protocol, and additional collection methods introduced by Universal Analytics, you can collect and send incoming data from any digital device to your Analytics account, so you can track more than just websites.