About UB's Universal Analytics (UA) Platform

UB’s master Universal Analytics (UA) platform is the only source of domain-wide web traffic data and is available to any UB school, department or unit whose web pages are in the UBCMS.

The platform consists of enterprise-wide accounts in these Google tools:

  1. Google Analytics - where you can build simple reports and dashboards to display your web page usage and traffic
  2. Google Tag Manager* - where tracking code is configured and applied to web pages and sites
  3. Google Search Console* - where search data for most UB websites is visible
  4. Google Data Studio - for creating great reports with data from Google Analytics and many other data sources

Using UB's UA platform requires a basic understanding of Google Analytics. If you are new to Google Analytics, we strongly recommend that you take some basic Google Analytics training. Some training options are included in the Resources section.

For more information: dcthelp@buffalo.edu, UB Division of University Communications

*Most units will not need to use Google Tag Manager or Google Search Console but access is available to qualified individuals if needed. Please contact dcthelp@buffalo.edu for more info.

Do I have Permission/Access?

Universal Analytics data is available to any UB unit. Every school, division or functional area has its own VIEW or shares a view with other units. More than 200 people at UB already have access to this data; it’s likely you are among them.

To get started, set up a Google account and get a Gmail address. While logged in to your Google account, set up a Google Analytics account at analytics.google.com.

Access to Universal Analytics (Google Analytics)

If you have been granted access to UB's master property in Google Analytics, you will see it listed as the following when you log into your Google Analytics account.

  • While logged in to your Google account, go to analytics.google.com
  • Go to the UB Master Property: UBWeb1>Master Property. (You will only see the View to which you have been given access.)

Account: UBWeb1

Property: Master Property


Access to Google Tag Manager (GTM)

If you have access to our GTM container (GTM-T5KRRKT), you will see it when you log in to tagmanager.google.com

Learn more about UB's Google Tag Manager container.

 Please note: GTM access is limited to those with technical knowledge of setting up code tracking. To request access to UB’s GTM container, please submit a request on the Request Access form or submit a request to dcthelp@buffalo.edu.

Access to Google Search console

If you have access to your web pages’ search data in UB’s Google Search Console, you will see it in the property drop-down at the top left, when you log in to Google Search Console. To request access to your web pages’ Google Search Console report, please submit a request on the Request Access form or submit a request to dcthelp@buffalo.edu.

Learn more about Google Search Console.

Are my web pages being tracked?

If your site is in the UBCMS, there is nothing you need to do to get your web pages tracked. UB's master tracking code (GTM-T5KRRKT) should already be on your pages and your data is available in the master Google Analytics account. University Communications adds this tracking code to every new page in the UBCMS as part of the site creation process. Your site's data should immediately be visible in UB's master property in Google Analytics  (UA-1499956-70). 

If your site is outside the UBCMS, please add UB's master GTM-T5KRRKT tag to your pages. (PLEASE BE SURE TO ADD IT IN THE CORRECT PLACE IN YOUR CODE. Contact dcthelp@buffalo.edu for help.) Once that step is done, we will give you access to the master analytics property. 

How do I use Google Analytics?

UB’s Universal Analytics platform is intended for users with experience in Google Analytics. There is a steep learning curve with some Google analytics products. Training in Google Analytics is necessary and is available in the Resources section, but if you are new to analytics, using a Custom Report or Dashboard template is a quick and easy way to start. Contact dcthelp@buffalo.edu for help.

How do I find my school's data in Google Analytics?

Universal Analytics data is available to any UB unit. Every school, division or functional area has its own view in UB's Master Property in Google Analytics, or shares a view with other units. When you log in to Google Analytics, you will only see the views to which you have access. As long as you have access, you will see a View for your school or department when you log in to Google Analytics:

  • Simply log in to your Google Analytics account and navigate to: 

Account:    UBWeb1 

Property:    Master Property

View:          YOUR SCHOOL OR DEPT.        

  • Within the Master Property, you should see your school's or unit's shared View. 
  • If you do not see the above account, property and view in your Google Analytics account, you do not yet have access. To request access, please submit a request to dcthelp@buffalo.edu or complete the Request Access form.

You can see the Property and View you are currently in by looking directly to the right of the orange "Analytics" icon in the header bar of Google Analytics.

Screenshot of the property and view in Google Analytics.

You can tell which property and view you are in by looking to the right of the orange "Analytics" icon in Google Analytics. To change a property/view, click the drop down.

My View is not named for my department/unit. Am I sharing a view?

Google Analytics allows each Property to have up to 25 Views. 

Google Analytics Account Structure

Account>Property>View (25 Views per property)

All UB schools have their own dedicated VIEW, which is shared by all users within that school. Some divisions and departments, however, share a View with other, organizationally related units. All Views, by default, show data to ALL pages in the UB domain. Sharing a View does not mean you are sharing data. Any reports or dashboards you create can be kept private, if desired.  

Below is a list of Universal Analytics views and a general description of the units assigned to each (as of 8/6/18). These may change as needs dictate.


(25 max)

View Name



All Website Data (do not filter)

Data from all website data unfiltered


Test View

Used for testing filters


3UC Production

Used by University Communications Analytics staff for developing and storing metrics and reports created for units.



Used by the Division of Athletics, including ubbulls; shop ub bulls; camps & clinics; recreation


Brand/Marketing Comm

Used by the Division of University Communications, including brand and marketing; buffalo.edu and top-level websites; all UC departments; campus maps; news & issues; Emergency; UB Mobile; Get UB Gear; UBCMS web mgt; photo databases; Event Calendar.


Enrollment/Academic Services

Used by units and services related to admissions, academic student services, educational affairs, student success and enrollment , including Graduate School.



Used by all libraries and library tools, databases and catalogs (complete list of websites TBD)



Used by services and products owned by President and Provost, excluding most academic services (see Enrollmt mgt). Includes Provost, President, University Events, Community/govt relations, ub2020, International Education, Faculty Affairs, EOC, Institutional Advancement, Equity/Diversity/Inclusion,


Research & Econ Dev

Used by all major research centers and facilities; CBLS, CMI, CTSI, RIA, GEM, RENEW; SMART, GHE, Microbiome ctr, Roswell Grad Division (RPCI); BIG, CCR; all business and entrepreneurial centers and svcs (StartupNY, Tech transfer)


School: Architecture & Planning (SAP)

Used by School of Architecture & Planning and all affiliated centers and departments


School: College of Arts & Sciences (CAS)

Used by College of Arts & Sciences and all affiliated centers and departments; Center for the Arts


School: Dental Medicine

Used by School of Dental Medicine and all affiliated centers and departments


School: Engineering & Applied Sciences

Used by School of Engineering & Applied Sciences, and all affiliated centers and departments.


School: Graduate School of Education (GSE)

Used by Graduate School of Education and all affiliated centers and departments.


School: Jacobs School of Medicine & Biomed Sci (JSMBS) & affiliated Health Sciences

Used by Jacobs School and all affiliated centers and departments.


School: Law

Used by Law School and all affiliated centers and departments.


School: Management (SOM)

Used by School of Management and all affiliated centers and departments


School: Nursing (SON)

Used by School of Nursing and all affiliated centers and departments


School: Pharmacy & Pharma Sciences (SPPS)

Used by School of Pharmacy & Pharmaceutical Sciences and all affiliated centers and departments.


School: Public Health & Health Prof (SPHHP)

Used by School of Public Health & Health Professions and all affiliated centers and departments.


School: Social Work (SSW)

Used by School of Social Work and all affiliated centers and departments.


Services: Enterprise

Used by units and services that support university operation; not academic or student-only services, including units reporting to VP Finance & Admin 


Services: Student Life

Used by units and services related to student campus experience and development, including units reporting to VP Student Life



Used by UB Information Technology units. 


University Advancement

Used by alumni engagement and philanthropy/development units, including University Advancement. 

Why am I seeing data to all UB web pages, and not just my own? How do I filter data to show only traffic to my pages?

UB's master Universal Analytics property shows you traffic data from the entire “universe” of the buffalo.edu domain, not just a single school or unit website (e.g. grad.buffalo.edu). This gives us critical insight into our users’ behavior, including how traffic flows between individual pages and within the entire buffalo.edu domain.

It’s easy to filter this macro data to see only your web pages (e.g. arts-sciences.buffalo.edu/). You simply need to either:

  1. Apply a Temporary Advanced Filter to a Google Analytics default dashboard
  2. Import a Google Analytics Custom Report or Dashboard template and configure it
  3. Create a Google Analytics Custom Report or Dashboard
  4. Use a Google Data Studio (GDS) report template

How do I use Dashboards and Custom Reports?

Visit the Dashboard and Reports section for basic instructions on importing and configuring Analytics dashboards and reports, and for some useful templates. 

For more versatile reporting, consider using Google Data Studio.

Where are my Dashboards and Custom Reports?

Once you import a dashboard or report, follow these instructions to find it again.

Can I link our Google Ads account?

Yes. Linking your unit's Google Ads account will allow data from your paid ad campaigns to be visible in Google Analytics. To connect your unit's Google Ads account, simply submit a request to dcthelp@buffalo.edu and provide your Google Ads account ID. We will link your Google Ads account directly to your Google Analytics view.  

What happened to the old Google Analytics account?

UB began tracking web analytics "universally" in spring 2017. Throughout 2017 and 2018, a single "master" Universal Analytics code has been added to all web pages in the UBCMS and some sites outside the UBCMS. 

Prior to that time, some units used a different enterprise-wide Google Analytics account (UB Web 2> UA-31618135), and some created their own tracking codes and Google Analytics accounts.

If your web pages are in the UBCMS, your unit can now find data from around spring 2017 in UB’s master Universal Analytics property. In Google Analytics, it will look like this: 

Account: UB Web 1

Property: Master Property UA-1499965-70


If you are viewing data in any other Google Analytics account/property, please be aware that these old accounts and tracking codes are being deprecated and data has stopped pulling into most views. Because this old account imposes a risk to our Universal Analytics data, we are removing the old tracking code from UBCMS websites gradually.

Historical data for most pages that were tracked using the old property is still visible to you as long as you have access to that view. But most tracking codes, including those that link to separate, discrete Google Analytics accounts, have been removed from UB web pages that are in the UBCMS.

If you need data prior to spring 2017, please contact dcthelp@buffalo.edu for assistance. If we have access to the account, we may be able to pull historical data for you. 

Can I get historical data, prior to 2017?

In UB's new Universal Analytics account, you should see data as far back as summer 2017. If you are looking for data prior to that time, and you previously saw your data in the old GA property (UB Web 2: 31618135), historical data may still be available.  Please contact dcthelp@buffalo.edu for assistance.

During out analytics development phase, we identified many unused Google Analytics accounts, the tracking codes for which have been removed from UB web pages in the UBCMS. If we have access to the account, we may be able to pull historical data for you. Unfortunately, for most of those accounts, we do not have access and you will need to locate the originator/owner directly to get access. 

Google Analytics (GA) vs Universal Analytics (UA). What's the difference?

While their tracking codes differ, they are otherwise the same thing. UA is just the “new” (2012) version of Google Analytics, which takes a more holistic approach to tracking user behavior. Unlike classic GA, UA takes a user-centric (vs a visit-centric) view and allows us to track data from many devices and platforms to better understand how well our online and offline marketing tactics are working. UA also makes it easier for us to see how these efforts impact our business objectives.

The most noticeable difference is that you will see data from the entire UB buffalo.edu domain, not just individual UB pages (e.g. grad.buffalo.edu). This is is intentional. Now every unit has the ability to see how traffic flows from one page to another. This is the value of Universal Analytics.

It is easy to filter data to show only traffic to your specific pages. Read on for specific instructions.