Analytics

• Classic vs. Universal
• Plugins
• How it affects time estimations
• How it affects development
• How it affects maintenance
• A/B testing with Analytics
• User-ID Tracking

Classic vs. Universal

• GA Universal is more flexible
• More plugins
• More configurations (from DEV POV)
• Migration to Universal is easy

Plugins

• Custom plugins
• displayfeatures
• ecommerce
• experiments
• linkid

How it affects time estimations

• front-end
• backend
• integration
• "feature requests"
• testing

How it affects development

• hard to integrate later, need for Analytics specification or matrix
• should be separated
• testing & bugfixing analytics is not always straightforward
• multiple accounts for testing, previewing, staging
• to came up with a good analytics matrix the page flow / logic should be clear for the creator of that matrix

How it affects maintenance

• Analytics data should considered as an important feedback
• Tracking should be documented, updated
• If page logic changes, the tracking should be updated also (and fixed if needed)

A/B testing with Analytics

• it's called Experiments in GA
• can be implemented on both sides (front-end, backend)
• simple, complex A/B testing can't be done right now
• evaulation happens in GA

User ID tracking

• tracking across multiple sessions, devices
• more accurate user count
• cross device reports