Google Universal Analytics (analytics.js) Tag Setup Guide

As of July 1, 2023, Google Universal Analytics properties stopped processing hits. This tag has been deprecated and no longer available in the tag marketplace. For the current tag, see Google Analytics 4.

Google Analytics (analytics.js) introduces a set of features that change the way data is collected and organized in your Google Analytics account.

Tag tips

• For more information about Google Analytics (analytics.js), see About Universal Analytics.
• To use the Tealium implementation for this tag, use mapping instead of Google API functions
• For display advertising support information, see About Advertising Features.
• Automatically-generated tracker names take the format of tealium_X for the number of accounts defined.

Tag configuration

Navigate to the Tag Marketplace to add a new tag. Read the Tag Overview article for general instructions on how to add a tag.

When adding the tag, configure the following settings:

• Title
  • Required.
  • Enter a descriptive title to identify the tag instance.
• Tracking ID
  • Required.
  • Enter the tracking ID of your Google Universal Analytics (GUA) account.
  • Each property you track in Google Analytics has a unique Property Tracking ID.
  • Example: UA-12345678-1
  • Use a comma-separated list to send data for multiple properties.
• Tracker Name
  • Optional.
  • Use this configuration if you have, or plan to have, multiple trackers.
  • Each account ID or GUA property you want to send data to needs to have an associated tracker name.
  • Required when you have more than one copy of this tag running per page.
  • Use a comma-separated list for multiple Tracker Names (for multiple account tracking), which should be the same length as the list you entered for Tracking IDs above.
  • Dashes (-) are not supported in Tracker Names.
• Domain
  • Optional.
  • Set this value to only allow tracking for a specific domain.
  • Enter your domain name for your site.
  • Leave this field blank to have Google Analytics auto-detect the domain.
  • This configuration sets the domain of the cookie that GUA uses to identify the site visitor.
  • If you want to enable tracking across shared sub-domains, omit the ‘www.’ prefix of the domain, for example www.tealium.com would be tealium.com. If you want to specifically track sub-domains separately, enter the entire domain address (e.g. www.tealium.com).
• Global Object
  • Not required for most implementations.
  • The name of the Global Object used for the event queue,.
  • If not specified “ga” is used.
• Cross-Tracking Domains
  • Optional.
  • Cross-Domain Tracking must be set to true for this list to be used.
  • A comma-separated list of domains to use with Cross-Domain Tracking (setAllowLinker).
  • You must use the fully-qualified domain name, such as “my.tealiumiq.com”, not the top level domain “tealiumiq.com”.
• Cross-Domain Tracking
  • Optional.
  • Select On to enable cross-domain tracking.
  • A comma-separated list of domains to use with Cross-Domain Tracking (setAllowLinker).
  • Sets the value for “setAllowLinker” and enables the cross-domain tracking plugin.
  • One or more domains must be specified in the “Cross-Tracking Domains” field or mapped to “crossDomainTrack” to use this feature.
• Transport
  • Specifies the transport mechanism with which hits are sent.
• Enhanced Ecommerce
  • Optional.
  • Use the default value (false) if you are not sure.
  • Setting to true enables enhanced e-commerce functionality.
  • Mapping E-Commerce actions are required for the following actions:
    • product_click
    • detail
    • add
    • remove
    • checkout
    • checkout_option
    • promo_click
    • refund
  • For more information, see the Google Enhanced E-Commerce documentation.
  • For more information about how to setup enhanced E-Commerce actions through Tealium iQ Tag Management, see Google Universal Analytics Tag: Enhanced E-Commerce.
• Enhanced Link Attribution
  • Optional.
  • When enabled, a request will be made for linkid.js on each page.
  • Use the default (false) if you are not sure.
  • Setting to true enables enhanced link link-tracking functionality.
• Display Advertising Features
  • Optional.
  • Enables Google Analytics to collect data about your traffic via the DoubleClick cookie in addition to data collected through the standard Google Analytics implementation.
  • Select On to enable GUA to collect data about your traffic via the DoubleClick cookie, in addition to data collected through your standard GUA implementation.
• Track Screen Views
  • Optional.
  • Select On to enable GUA’s App/Screen tracking functionality.
  • When enabled, a separate screenview request will be sent after the initial pageview.
  • Enabling allows this tag to track the content that visitors viewed using an app.
• Anonymize IP
  • Optional.
  • Select On to set the last portion of the visitor IP address to zeros before sending it to the GUA data collection network, which allows you to comply with privacy policies.
  • Tells Google Analytics to anonymize the information sent by the tracker objects by removing the last octet of the IP address prior to its storage.
  • This will slightly reduce the accuracy of geographic reporting.
• Enable create before Extensions
  • Optional.
  • Select On to enable to initialize Tracking ID using GA’s “create” method before extensions run.
  • Not applicable when Tracking ID is configured via mapping.
• Autofill E-Commerce values
  • Optional.
  • Populates product name, unit price and quantity, if not defined.
  • If you do not want the E-Commerce mappings to be altered, you may turn OFF this setting.
• Auto Send Events
  • Optional.
  • If enabled, a default custom event is generated for the following Enhanced E-Commerce actions:
    • product_click
    • add
    • remove
    • checkout_option
    • promo_click
• Enable Optimizely Integration
  • Optional.
  • Enables automatic GA tracking for Optimizely experiments.
  • Select On if you want the tag to track your Optimizely experiments.
• Clear Vars
  • Clears items, usually set for the lifetime of the tracker, after each tracking request.
  • Applies only to single page applications.
  • The default value is Off.
• Use AMP Client ID
  • The Google AMP Client ID allows you to uniquely identify users that engage with your content on AMP and non-AMP pages.
  • Select On to enable.
  • If you opt-in, Google Analytics uses the AMP Client ID to determine that multiple site events belong to the same user when those users visit AMP pages via a Google AMP viewer.

Load rules

Load the tag on all pages or set conditions for when your tag will load. For more information about load rules, see the Load Rules documentation.

Analytics tags such as Google Universal Analytics are intended to be loaded on all pages, so the default All Pages load rule should be selected.

Data mappings

Mapping is the process of sending data from a data layer variable to the corresponding destination variable of the vendor tag. For instructions on how to map a variable to a tag destination, see Data Mappings.

• If you are tracking e-commerce data, then we recommend that you add and configure the E-Commerce Extension. Mapping to e-commerce destinations in the mapping toolbox overrides the e-commerce extension’s mappings.
• For Google Analytics, additional mapping is not required for basic page tracking. The tag automatically tracks basic page data. Event tracking, campaign tracking, social interaction measurement, content groups, and custom variables are not automatically sent; you must map these manually.

For more information on mapping to Google Universal Analytics, see the Google Universal Analytics Tag: Advanced Mapping article.

The available categories are:

Standard

Variable	Description
tid	Tracking ID Tracking ID of the Google Analytics property to which you want to send data Example: UA-12345678-1 Use a comma-separated list to send data for multiple properties. Override Default.
name	Tracker Name. Override Default.
page	Page
title	Title
location	Location
uid	UID
transport	Transport
cookieDomain	Cookie Domain Override Default.
cookieExpires	Cookie Expires
legacyCookieDomain	Legacy Cookie Domain
legacyHistoryImport	Legacy History Import Values are true or false.
nonInteraction	Non-Interaction
enhancedLinkAttribution	Enhanced Link Attribution Values are true or false.
allowLinker	Set Allow Linker Values are true or false.
crossDomainTrack	Boolean Cross-Domain Tracking Auto Linking Domains Sets the value for setAllowLinker and enables the cross-domain tracking plug-in. To use this feature, one or more domains must be specified in the “Cross-Tracking Domains” field or be mapped to crossDomainTrack. Use a comma-separated list for more than one domain.
siteSpeedSampleRate	Site Speed Sample Rate
sampleRate	Sample Rate
autofill_params	Autofill E-Commerce Params Values are true or false.
optimizely	Optimizely Integration Values are true or false.
init_before_extensions	Initialize Tracker before Extensions Values are true or false.
sessionControl	Session control Values are start or end.
anonymizeIp	Anonymize IP Tells Google Analytics to anonymize the information sent by the tracker objects by removing the last octet of the IP address prior to its storage. Slightly reduces the accuracy of geographic reporting. Values are true or false.
dataSource	Data Source Examples: web, mobile.
clear_global_vars	Clear Vars Clears items usually set for the lifetime of the tracker after each tracking request. Values are true or false.
clientId	Client ID
useAmpClientId	Use AMP Client ID Values are true or false.
set.###	Custom Set Command

Event

Variable	Description
eventCategory	Required Event Category.
eventAction	Required Event Action.
eventLabel	Event Label
eventValue	Event Value
ga_events	Array GA Event Array
global_event_cb	Global View Callback
standard_event_cb	Standard Event Callback

Campaign

Variable	Description
campaignId	Campaign ID
campaignName	Campaign Name
campaignSource	Campaign Source
campaignMedium	Campaign Medium
campaignContent	Campaign Content
campaignKeyword	Campaign Keyword

Social

Variable	Description
socialNetwork	Social Network
socialAction	Social Action
socialTarget	Social Target

E-Commerce

Variable	Description
order_id	Transaction ID
affiliation	Store Name/ID
revenue	Grand Total
shipping	Shipping
tax	Tax

App / Screen Tracking

Variable	Description
screenView	Track Screen Views Enables App/Screen tracking. When enabled, a separate screenview request is sent after the initial pageview.
appName	Application Name
appId	Application ID
appVersion	Application Version
appInstallerId	Application Installer ID
screenName	Screen Name
exception_reason	Exception description

Content Groups

Variable	Description
content_group1	Content Group 1
content_group2	Content Group 2
content_group3	Content Group 4
content_group4	Content Group 4
content_group5	Content Group 5

Dimensions

Variable	Description
dimension1	Dimension 1
dimension2	Dimension 2
dimension3	Dimension 3
dimension4	Dimension 4
dimension5	Dimension 5
dimension6	Dimension 6
dimension7	Dimension 7
dimension8	Dimension 8
dimension9	Dimension 9
dimension10	Dimension 10
dimension11	Dimension 11
dimension12	Dimension 12
dimension13	Dimension 13
dimension14	Dimension 14
dimension15	Dimension 15
dimension16	Dimension 16
dimension17	Dimension 17
dimension18	Dimension 18
dimension19	Dimension 19
dimension20	Dimension 20
– Premium Dimension–
dimension21 - dimension200	Dimension 21 through Dimension 100

Metrics

Variable	Description
metric1	Metric 1
metric2	Metric 2
metric3	Metric 3
metric4	Metric 4
metric5	Metric 5
metric6	Metric 6
metric7	Metric 7
metric8	Metric 8
metric9	Metric 9
metric10	Metric 10
metric11	Metric 11
metric12	Metric 12
metric13	Metric 13
metric14	Metric 14
metric15	Metric 15
metric16	Metric 16
metric17	Metric 17
metric18	Metric 18
metric19	Metric 19
metric20	Metric 20
– Premium Metric–
metric21 - metric200	Metric 21 through Metric 200

Enhanced E-Commerce

Variable	Description
enh_action	E-Commerce Action
enh_event_cb	E-Commerce Event Callback
enh_checkout_step	Checkout step
enh_checkout_option	Checkout option
order_id	Transaction ID Overrides _corder.
affiliation	Store Name/ID Overrides _cstore.
revenue	Grand Total Overrides _ctotal.
shipping	Shipping Overrides _cship.
tax	Tax Overrides _ctax.
coupon	Coupon Overrides _cpromo.
product_id	Array List of IDs
product_name	Array List of Names
product_category	Array List of Categories
product_brand	Array List of Brands
product_variant	Array List of Variants
product_unit_price	Array List of Prices
product_quantity	Array List of Quantities
product_discount	Array List of Discounts
product_action_list	Product Action List
product_position	Array Product Position

Enh E-Comm: Impressions/Promo

Variable	Description
enh_impression_id
enh_impression_name	Array Product Impression Name
enh_impression_category	Array Product Impression Category
enh_impression_brand	Array Product Impression Brand
enh_impression_variant	Array Product Impression Variant
enh_impression_price	Array Product Impression Price
enh_impression_list	Array Product Impression List
enh_impression_position	Array Product Impression Position
enh_promo_id	Array Promotion ID
enh_promo_name	Array Promotion Name
enh_promo_creative	Array Promotion Creative
enh_promo_position	Array Promotion Position

Vendor documentation

• Adding analytics.js to Your Site (Google Analytics > Tracking)