if: github.repository == 'segmentio/segment-docs' && github.event.pull_request.user.login != 'markzegarelli' || github.event.pull_request.user.login != 'stayseesong' || github.event.pull_request.user.login != 'pwseg'

title: Google Universal Analytics destination

3. Go to **Settings > Workspace Settings > Access Management**. Select the **Tokens** tab, and click **Create Token**.

Follow [Segment's group spec](https://segment.com/docs/connections/spec/group/#traits) to ensure proper mapping of these fields from Segment

`group` traits.

When you develop against Analytics 2.0, the plugins you write can augment functionality, enrich data, and control the flow and delivery of events. From modifying event payloads to changing analytics functionality, plugins help to speed up the process of getting things done.

Though middlewares function the same as plugins, it's best to use plugins as they are easier to implement and are more testable.

Plugins are bound by Analytics 2.0 which handles operations such as observability, retries, and error handling. There are two different categories of plugins:

* **Critical Plugins**: Analytics.js expects this plugin to be loaded before starting event delivery. Failure to load a critical plugin halts event delivery. Use this category sparingly, and only for plugins that are critical to your tracking.

* **Non-critical Plugins**: Analytics.js can start event delivery before this plugin finishes loading. This means your plugin can fail to load independently from all other plugins. For example, every Analytics.js destination is a non-critical plugin. This makes it possible for Analytics.js to continue working if a partner destination fails to load, or if users have ad blockers turned on that are targeting specific destinations.

Non-critical plugins run through a timeline that executes in order of insertion based on the entry type. Segment has these five entry types of non-critical plugins:

Type | Details

---- | -------

`before` | Executes before event processing begins. These are plugins that run before any other plugins run. <br><br>For example, validating events before passing them along to other plugins. A failure here could halt the event pipeline. <br><br> See the example of how Analytics.js uses the [Event Validation plugin](https://github.com/segmentio/analytics-next/blob/master/src/plugins/validation/index.ts){:target="_blank"} to verify that every event has the correct shape.

`enrichment` | Executes as the first level of event processing. These plugins modify an event. <br><br> See the example of how Analytics.js uses the [Page Enrichment plugin](https://github.com/segmentio/analytics-next/blob/master/src/plugins/page-enrichment/index.ts){:target="_blank"} to enrich every event with page information.

`destination` | Executes as events begin to pass off to destinations. <br><br> This doesn’t modify the event outside of the specific destination, and failure doesn’t halt the execution.

`after` | Executes after all event processing completes. You can use this to perform cleanup operations. <br><br>An example of this is the [Segment.io Plugin](https://github.com/segmentio/analytics-next/blob/master/src/plugins/segmentio/index.ts){:target="_blank"} which waits for destinations to succeed or fail so it can send it observability metrics.

`utility` | Executes once during the bootstrap, to give you an outlet to make any modifications as to how Analytics.js works internally. This allows you to augment Analytics.js functionality.

Here's an example of a plugin that converts all track event names to lowercase before the event goes through the rest of the pipeline:

export const lowercase: Plugin = {

name: 'Lowercase events',

type: 'enrichment',

version: '1.0.0',

isLoaded: () => true,

load: () => Promise.resolve(),

track: (ctx) => {

ctx.updateEvent('event', ctx.event.event.toLowerCase())

return ctx

}

}

const identityStitching = () => {

let user

const identity = {

// Identifies your plugin in the Plugins stack.

// Access `window.analytics.queue.plugins` to see the full list of plugins

name: 'Identity Stitching',

// Defines where in the event timeline a plugin should run

type: 'enrichment',

version: '0.1.0',

// use the `load` hook to bootstrap your plugin

// The load hook will receive a context object as its first argument

// followed by a reference to the analytics.js instance from the page

load: async (_ctx, ajs) => {

user = ajs.user()

},

// Used to signal that a plugin has been property loaded

isLoaded: () => user !== undefined,

// Applies the plugin code to every `identify` call in Analytics.js

// You can override any of the existing types in the Segment Spec.

async identify(ctx) {

// Request some extra info to enrich your `identify` events from

// an external API.

const req = await fetch(

`https://jsonplaceholder.typicode.com/users/${ctx.event.userId}`

)

const userReq = await req.json()

// ctx.updateEvent can be used to update deeply nested properties

// in your events. It's a safe way to change events as it'll

// create any missing objects and properties you may require.

ctx.updateEvent('traits.custom', userReq)

user.traits(userReq)

// Every plugin must return a `ctx` object, so that the event

// timeline can continue processing.

return ctx

},

}

return identity

}

await window.analytics.register(identityStitching())

Here's an example of a `utility` plugin that allows you to change the format of the anonymous_id cookie:

window.analytics.ready(() => {

window.analytics.register({

name: 'Cookie Compatibility',

version: '0.1.0',

type: 'utility',

load: (_ctx, ajs) => {

const user = ajs.user()

const cookieJar = user.cookies

const cookieSetter = cookieJar.set.bind(cookieJar)

// blindly convert any values into JSON strings

cookieJar.set = (key, value, opts) => cookieSetter(key, JSON.stringify(value), opts)

// stringify any existing IDs

user.anonymousId(user.anonymousId())

user.id(user.id())

},

isLoaded: () => true

})

})

You can view Segment's [existing plugins](https://github.com/segmentio/analytics-next/tree/master/src/plugins){:target="_blank"} to see more examples.

Registering plugins enable you to modify your analytics implementation to best fit your needs. You can register a plugin using this:

await window.analytics.register(pluginA, pluginB, pluginN)