How to Set Up UA in Google Analytics

Even though Google Analytics 4 is the new standard, thousands of businesses still need to set up a classic Universal Analytics (UA) property. Whether you're connecting to an older third-party tool or want to run both versions in parallel for a smoother transition, the process isn't obvious. This guide will walk you through, step-by-step, how to create a Universal Analytics property and get it installed on your site correctly.

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Why Still Bother with Universal Analytics?

Google has made it clear that GA4 is the future, and Universal Analytics properties stopped processing new data on July 1, 2023. So, why would you even need to create one now? While you cannot collect new data in a standard UA property, many users interact with historical data exports or need to understand the old interface for data analysis purposes.

Furthermore, some specific scenarios still come up:

• Data Migration Projects: When migrating historical UA data to a data warehouse, you might need to create a test property or reference the old structure.
• Training and Education: Many marketers and analysts are still learning how the data models differ, and having a legacy UA property to review can be a helpful educational tool.
• Specific G Suite Enterprise Features: Users of the paid Analytics 360 suite may have different timelines and features related to UA that require its creation and management beyond the standard free version's cutoff.

For these reasons, knowing where Google "hid" the UA creation option is still a valuable skill. It allows you to maintain full control over your analytics setup for as long as you need it.

Step-by-Step Guide to Creating a UA Property

The good news is that creating a Universal Analytics property is still possible - you just have to find the hidden setting during the setup process. Follow these steps carefully.

Step 1: Navigate to the Analytics Admin Panel

Log in to your Google Analytics account. On the bottom left of your screen, you’ll see a gear icon labeled Admin. Click it to open the administrative settings for your account. You will see three columns: Account, Property, and View. We are going to focus on the Property column in the middle.

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Step 2: Start the Property Creation Process

In the Property column, click the blue + Create Property button at the top. This will begin the setup flow for creating a new analytics property for a website or app.

Step 3: Uncover the “Show advanced options” Link

This is the most important step in the entire process. On the first setup screen ("Property creation"), you'll be asked to name your property. Look below the basic setup fields for property name, reporting time zone, and currency. You'll see a small blue text link that says Show advanced options. This is the key to creating a Universal Analytics property. Click it.

Step 4: Enable the Universal Analytics Property Option

After clicking "Show advanced options," a new section will expand. At the top of this section, you'll see a grayed-out switch next to "Create a Universal Analytics property." Click this switch to toggle it on. The section will turn blue, confirming you are now in the UA creation flow.

Step 5: Configure and Finalize Your New Property

Once you’ve enabled the UA property option, you'll need to fill in a couple more details:

1. Enter your website's URL (e.g., www.yourwebsite.com). Make sure you select either http:// or https:// from a dropdown menu.
2. Then, you'll see two radio buttons:

After selecting your preference, click the Next button.

Step 6: Complete the "About Your Business" Section

Google will ask for some optional information about your business, such as industry category, business size, and how you intend to use Google Analytics. Fill this out as best you can - it helps Google provide you with more relevant insights and benchmark reports. Once you’re done, click Create. Agree to the terms of service, and you're all set! You've successfully created a new Universal Analytics property.

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How to Find Your UA Tracking ID and Code

With your property created, your next step is to find the tracking ID and the code snippet needed to install it on your website.

1. Return to the Admin screen (click the gear icon in the bottom left).
2. In the Property column, ensure your newly created UA property is selected in the dropdown menu. It will be the one with a name followed by a "UA-" prefixed number.
3. Under the Property column, click on Tracking Info, and then select Tracking Code from the sub-menu that appears.

On this page, you’ll find two critical pieces of information:

• Your Tracking ID: This is the unique identifier for your property, formatted as UA-XXXXXXXX-X. You'll need this for most CMS plugins and Google Tag Manager.
• The Global Site Tag (gtag.js): This is the full JavaScript code snippet you'll use if you are installing the code directly into your website's HTML.

Adding the UA Tracking Code to Your Website

You have a few common ways to get the tracking code properly installed on your site. Choose the one that works best for your technical comfort level and website platform.

Method 1: Manual Installation (Hard-Coding)

This method involves editing your website’s code directly. Copy the entire Global Site Tag (gtag.js) snippet from the "Tracking Code" page. You then need to paste this code snippet into the <head> section of every single page on your website. This is typically done in a master header file (like header.php in a WordPress theme). It is best suited for developers or those with custom-built websites.

Method 2: Using a CMS Plugin or Theme Setting

Most content management systems (CMS) like WordPress, Shopify, or Squarespace make this process much easier. Instead of editing code, you can use a plugin or a built-in theme setting.

• For WordPress: You can use a dedicated Google Analytics plugin like Google's official Site Kit or a third-party option. These plugins will usually just ask for your Tracking ID (UA-XXXXXXXX-X), and they will handle placing it correctly on your site. Some WordPress themes also have a dedicated field in the "Theme Options" where you can paste your tracking ID.
• For Shopify: In your Shopify admin, go to Online Store > Preferences. You’ll find a Google Analytics section where you can paste your tracking code snippet.

This is often the easiest method for non-technical users.

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Method 3: Using Google Tag Manager (Recommended)

Google Tag Manager (GTM) is a free tool that acts as a container for all your marketing and analytics tags. It allows you to manage tracking codes without ever touching your website's source code, which is safer and much more flexible.

If you have GTM set up, the steps are straightforward:

1. In your GTM container, create a new Tag.
2. Choose the tag type: Google Analytics: Universal Analytics.
3. Under "Track Type," leave it as "Pageview."
4. In the "Google Analytics Settings" section, select "New Variable..." and then paste your UA Tracking ID (UA-XXXXXXXX-X) into the field. Give the variable a name (like "GA - UA Tracking ID") and save it.
5. Set the tag to fire on a trigger. For basic page tracking, choose the built-in "All Pages" trigger.
6. Save your tag, and then click Submit and Publish to push your changes live.

How to Verify Your Installation is Working

After installing your tracking code, you need to make sure it's working. The easiest way to get immediate confirmation is by using the Real-Time report in Google Analytics.

1. Navigate back to your Google Analytics Universal Analytics property.
2. On the left-hand navigation menu, click on Real-Time and then select Overview.
3. In a separate browser window or tab, open your own website. Do not use a browser that might block trackers (like Brave) or an incognito window with strict privacy settings if you can help it.
4. Look back at the Real-Time report. After a few seconds, you should see at least one "Active user on site."

If you see your visit register, congratulations! Your Universal Analytics tracking is working correctly.

Final Thoughts

While GA4 is undeniably the focus of the web analytics world, knowing how to create and manage Universal Analytics properties remains a useful skill for anyone dealing with historical data, tool integrations, or training. By following the "Show advanced options" path during setup, you can ensure you have access to the classic analytics platform for as long as you need it.

The challenge of navigating Google Analytics' changing interface is just a small part of a bigger headache - manually pulling data from over a dozen platforms just to see what's working. We believe data should be simple. With Graphed, we connect all your marketing and sales sources - like Google Analytics, Shopify, Facebook Ads, and Salesforce - in one click. You can then ask questions in plain English like, "Show me a dashboard comparing my campaign performance against sales this month," and our AI data analyst builds it for you in real-time, instantly turning hours of reporting work into simple, 30-second conversations.