One of the biggest points about the recent full, no-longer-beta launch of Universal Analytics has been the addition of display advertising features, which were previously only possible if you changed from ga.js to dc.js, using Doubleclick tracking.
Display advertising features include demographics and remarketing -- two very important areas for marketers and analysts.
When Universal Analytics came out of beta, it came with support for display features by adding one line of code:
However, you couldn't add this extra code if you were using Google Tag Manager -- at least, not in a standard Universal Analytics tag.
(You could move everything to a custom HTML tag and serve the extra bit of code that way, but that kind of defeats the smooth, fluid object of GTM.)
Today, the GTM team launched full support of Display Features, and it appears to have rolled out across all accounts.
To get the features enabled, just look for this checkbox in your Universal Analytics tag:
Note that you'll need to check the box for all your Universal Analytics tags, which includes Events:
Be sure to check (and then double-check, triple-check and sanity-check) that all Universal Analytics tags have the option enabled, then publish your container as normal.
Next, over in GA, sign in to your Universal Analytics account and head to Audience -> Demographics -> Overview:
You should see this message (which may look familiar from making the initial jump from ga.js to dc.js when Remarketing features were first launched:)
When we tried the "Validate tracking code" button, it failed with a message saying that the code still required changes. This also happens with custom Google Analytics code installs, like those using gas.js -- the validation looks for a specific line in on-page code and, as far as we can tell, that means it won't identify custom code, including code served in GTM.
Skip the validation, and everything should work fine.