Our Jim Snyder wrote a guest blog post for our partner Tealium, “Upgrading To Google Universal Analytics: The Perfect Excuse To Start Tag Management“
“Without a TMS, keeping up with the latest GA features like Universal Analytics’ Enhanced Ecommerce feature would take an army of engineers to deliver the code changes required in a timely manner. By putting the Tealium iQ™ tag management system on your site first, you can simultaneously upgrade to Universal Analytics while controlling all of your tracking and marketing tags in one place.
We’ve upgraded dozens of clients from the deprecated GA “Classic” or “Async,” and it is well worth it. Universal Analytics (as the name implies) enables cross-device tracking via a new user-ID feature. This anonymous ID also enables Data Imports to join non-personally identifiable user data from CRM or other systems as Custom Dimensions, which in turn can be used to create GA Views. Universal Analytics even allows offline activity like refunds and phone calls to be tracked via Universal’s new Measurement Protocol.
So if you’re going to upgrade to Universal Analytics, why not kill two — or a dozen — birds with one stone?”