Universal Analytics Connection

What: The Universal Analytics Connection allows you to enrich the information in an existing Universal Analytics (formerly named Google Analytics) implementation. The connection can feed segment or profile information from BlueConic to Universal Analytics using the technique of custom event tagging.

About BlueConic: BlueConic is a Customer Data Platform that harnesses the data required to power the recognition of an individual at each interaction, and then synchronizes their intent across the marketing ecosystem. Click here to learn more.

Why: BlueConic features a unique data collection engine that stores data at the customer level for known and anonymous users. Integration capabilities with CRM and other marketing/communication platforms can further enhance this dataset. Setting up segments in Universal Analytics with selected details from BlueConic can greatly improve upon already insightful analyses. Or use BlueConic data to define custom audiences to retarget in Google AdWords.

Do not create a Universal Analytics connection if you are using Google Tag Manager to serve the Universal Analytics tag on your website. In this specific case you have to use a Google Tag Manager connection to get the information across instead. Follow the steps outlined in this tutorial.

Setting up the connection comprises of three steps:

  1. Create Custom Dimensions in Universal Analytics
  2. Create a connection in BlueConic
  3. Start analyzing data in Universal Analytics

Step 1: Create Custom Dimensions in Universal Analytics

The first step is to create Custom Dimensions in Universal Analytics. How you can do this, is described on Google's Support site.

After setting up the Custom Dimensions, the overview of created Dimensions looks like this:

Step 2: Create a connection in BlueConic

The second step is to create a connection in BlueConic to set up the mapping between the Profile Properties and Custom Dimensions. Take the following steps to implement the mapping:

  • Go to the Settings > Connections tab
  • Create a new connection of type "Universal Analytics"
  • Add a dimension-mapping by clicking the [Add Dimension] button
  • Make sure that you select the Profile Property that matches the dimension with the same index-number in Universal Analytics. You will have the following options to match dimensions:
    • Text: the value will be a fixed text
    • Profile Property: use the value of a BlueConic Profile Property in the visitors profile. If multiple values are available for the selected Profile Property, values will be pipe-separated.
    • Associated Segments: use the names of associated BlueConic segments as value. Names will be pipe-separated. If you want to push the associated Segments of a visitor, the option "Expose the segments that the visitor is part of" on the Privacy > Settings tab in BlueConic must be enabled.
    • All viewed Interactions: use the names of all viewed BlueConic interactions (for the current page view) as value. Names will be pipe-separated.Add as many dimension-mappings as you need
  • Select the Push Frequency for the connection. This determines when BlueConic data will be sent to Universal Analytics. Three options are available:
  1. Each Page View
  2. Only when the Variables change
  3. Once per Visit

The configuration of the connection in BlueConic that fits the dimensions of the above Universal Analytics screenshot looks like this:

Step 3: Start analyzing data in Universal Analytics

Once the connection has been made, events start to drip in at the Universal Analytics side. If you want to analyze the BlueConic data within Universal Analytics go to the following section:

  • Choose "Reporting" in the top navigation
  • Choose "Behavior" > "Events" > "Top Events" from the left navigation
  • Now you can choose a custom dimension as "Secondary Dimension"; see the screenshot below.

If you're using a BlueConic form in a dialogue, then you can choose to add some additional Javascript that will pass the submission of the form as an event in GA:


In GA, if the Custom Dimension have been properly configured and your Privacy settings are exposed, you would find this new custom event in the 'Real-Time' > 'Event' tabs, or in the 'Behavior' > 'Events' tabs.


The Universal Analytics Connection is a standard plugin.