diff --git a/lib/index.js b/lib/index.js
index fdb756b..1316f0c 100644
--- a/lib/index.js
+++ b/lib/index.js
@@ -53,6 +53,9 @@ GA.prototype.initialize = function() {
 GA.prototype.track = proxy('track');
 GA.prototype.page = proxy('page');
 GA.prototype.screen = proxy('screen');
+GA.prototype.identify = proxy('identify');
+GA.prototype.group = proxy('group');
+
 
 /**
  * Proxy the method to classic or universal analytics.
diff --git a/lib/universal/index.js b/lib/universal/index.js
index 69ae258..6d389fe 100644
--- a/lib/universal/index.js
+++ b/lib/universal/index.js
@@ -114,6 +114,48 @@ GA.prototype.screen = function(screen, callback) {
       .end(this.handle(callback));
 };
 
+/**
+ * Identify.
+ *
+ * @param {Screen} identify
+ * @param {Function} callback
+ */
+
+GA.prototype.identify = function(identify, callback) {
+  var payload = mapper.identify(identify, this.settings);
+  if (payload) {
+    this
+      .post()
+        .type('form')
+        .send(payload)
+        .end(this.handle(callback));
+  } else {
+    this.debug('no mapped traits');
+    callback();
+  }
+};
+
+/**
+ * Group.
+ *
+ * @param {Screen} group
+ * @param {Function} callback
+ */
+
+GA.prototype.group = function(group, callback) {
+  var payload = mapper.group(group, this.settings);
+  if (payload) {
+    this
+      .post()
+        .type('form')
+        .send(payload)
+        .end(this.handle(callback));
+  } else {
+    this.debug('no mapped traits');
+    callback();
+  }
+};
+
 /**
  * Get headers.
  *
diff --git a/lib/universal/mapper.js b/lib/universal/mapper.js
index 69e3e26..323f63f 100644
--- a/lib/universal/mapper.js
+++ b/lib/universal/mapper.js
@@ -6,6 +6,7 @@
 
 var Track = require('segmentio-facade').Track;
 var extend = require('@ndhoule/extend');
+var each = require('@ndhoule/each');
 var fmt = require('util').format;
 var foldl = require('@ndhoule/foldl');
 var hash = require('string-hash');
@@ -54,6 +55,62 @@ exports.screen = function(screen, settings) {
   return result;
 };
 
+/**
+ * Map Identify.
+ *
+ * https://developers.google.com/analytics/devguides/collection/protocol/v1/devguide#screenView
+ *
+ * @api public
+ * @param {identify} screen
+ * @param {Object} settings
+ * @return {Object}
+ */
+
+exports.identify = function(identify, settings) {
+  var result = createCommonGAForm(identify, settings);
+
+  // return undefined if there were no mapped traits present
+  var send;
+  each(function(val, key) {
+    if (result[shorten(val)]) send = true;
+  }, extend(settings.dimensions, settings.metrics));
+  if (!send) return;
+
+  result.t = 'event';
+  result.el = 'identify';
+  result.ea = 'identify'
+  result.ec = 'user';
+  return result;
+};
+
+/**
+ * Map Group.
+ *
+ * https://developers.google.com/analytics/devguides/collection/protocol/v1/devguide#screenView
+ *
+ * @api public
+ * @param {identify} screen
+ * @param {Object} settings
+ * @return {Object}
+ */
+
+exports.group = function(group, settings) {
+  var result = createCommonGAForm(group, settings);
+
+  // return undefined if there were no mapped traits present
+  var send;
+  each(function(val, key) {
+    if (result[shorten(val)]) send = true;
+  }, extend(settings.dimensions, settings.metrics));
+  if (!send) return;
+
+  result.t = 'event';
+  result.el = 'group';
+  result.ea = 'group'
+  result.ec = 'user';
+  return result;
+};
+
 /**
  * Map Track.
  *
diff --git a/package.json b/package.json
index 2850a11..ab03bd3 100644
--- a/package.json
+++ b/package.json
@@ -13,6 +13,7 @@
     "test": "make test"
   },
   "dependencies": {
+    "@ndhoule/each": "^2.0.1",
     "@ndhoule/extend": "^1.0.1",
     "@ndhoule/foldl": "^1.0.3",
     "@ndhoule/pick": "^1.0.2",
@@ -22,6 +23,7 @@
     "obj-case": "^0.1.1",
     "segmentio-facade": "^2.1.0",
     "segmentio-integration": "^3.2.0",
+    "sinon": "^1.17.4",
     "string-hash": "^1.1.0",
     "unix-time": "^1.0.1"
   },
diff --git a/test/fixtures/group-cm-cd.json b/test/fixtures/group-cm-cd.json
new file mode 100644
index 0000000..4741e7d
--- /dev/null
+++ b/test/fixtures/group-cm-cd.json
@@ -0,0 +1,38 @@
+{
+  "settings": {
+    "dimensions": {
+      "connectedness": "dimension55",
+      "qualified": "dimension56",
+      "role": "dimension8",
+      "dontsend": "dimension1"
+    },
+    "metrics": {
+      "net_new_integrations_trailing_30": "metric90"
+    },
+    "sendUserId": true
+  },
+  "input": {
+    "type": "group",
+    "userId": "user-id",
+    "groupId": "group-id",
+    "traits": {
+        "connectedness": "very",
+        "qualified": true,
+        "net_new_integrations_trailing_30": 4
+    },
+    "context": {}
+  },
+  "output": {
+    "cid": 2710159508,
+    "tid": "UA-27033709-11",
+    "uid": "user-id",
+    "cd55": "very",
+    "cd56": "true",
+    "cm90": 4,
+    "ea":"group",
+    "el":"group",
+    "ec":"user",
+    "t": "event",
+    "v": 1
+  }
+}
diff --git a/test/fixtures/identify-cm-cd.json b/test/fixtures/identify-cm-cd.json
new file mode 100644
index 0000000..ec26079
--- /dev/null
+++ b/test/fixtures/identify-cm-cd.json
@@ -0,0 +1,37 @@
+{
+  "settings": {
+    "dimensions": {
+      "connectedness": "dimension55",
+      "qualified": "dimension56",
+      "role": "dimension8",
+      "dontsend": "dimension1"
+    },
+    "metrics": {
+      "plan": "metric90"
+    },
+    "sendUserId": true
+  },
+  "input": {
+    "type": "identify",
+    "userId": "user-id",
+    "traits": {
+        "connectedness": "very",
+        "qualified": true,
+        "role": "Product"
+    },
+    "context": {}
+  },
+  "output": {
+    "cid": 2710159508,
+    "tid": "UA-27033709-11",
+    "uid": "user-id",
+    "cd55": "very",
+    "cd56": "true",
+    "cd8": "Product",
+    "ea":"identify",
+    "el":"identify",
+    "ec":"user",
+    "t": "event",
+    "v": 1
+  }
+}
diff --git a/test/universal.js b/test/universal.js
index 94e9786..e1ef6d8 100644
--- a/test/universal.js
+++ b/test/universal.js
@@ -13,6 +13,7 @@ var fmt = require('util').format;
 var helpers = require('./helpers');
 var requestOverride = require('./request-override');
 var mapper = require('../lib/universal/mapper');
+var sinon = require('sinon');
 
 /**
  * Tests.
@@ -22,13 +23,16 @@ describe('Google Analytics :: Universal', function() {
   var ga;
   var settings;
   var test;
+  var sandbox;
 
   beforeEach(function() {
+    sandbox = sinon.sandbox.create();
     settings = {
       serversideTrackingId: 'UA-27033709-11',
       mobileTrackingId: 'UA-27033709-23',
       serversideClassic: false
     };
+
     ga = new GoogleAnalytics(settings);
     test = new Test(ga.universal, __dirname);
     test.mapper(mapper);
@@ -123,6 +127,78 @@ describe('Google Analytics :: Universal', function() {
         test.maps('screen-server-id', settings, options);
       });
     });
+
+    describe('identify', function() {
+      var options = {'ignored': ['qt']};
+
+      it('should send traits that are mapped as custom dimensions and metrics', function() {
+        test.maps('identify-cm-cd', settings, options);
+      });
+
+      it('should get a good response from the API', function(done) {
+        var spy = sandbox.spy(ga.universal, 'post');
+        var identify = {};
+        settings.dimensions = { trait: "dimension8" };
+        identify.userId = 'userId';
+        identify.traits = { trait: true };
+        test
+          .identify(identify, settings)
+          .expects(200)
+          .end(function(err, res){
+            assert(spy.called, 'Expected spy to have been called');
+            done(err);
+          });;
+      });
+
+       it('should skip if no traits are mapped', function(done){
+        var spy = sandbox.spy(ga.universal, 'post');
+        var identify = {};
+        identify.userId = 'userId';
+        identify.traits = {};
+        test
+          .identify(identify, settings)
+          .end(function(err, res){
+            assert(!spy.called, 'Expected spy to have not been called');
+            done(err);
+          });
+      });
+    });
+
+    describe('group', function() {
+      var options = {'ignored': ['qt']};
+
+      it('should send account traits that are mapped as custom dimensions and metrics', function() {
+        test.maps('group-cm-cd', settings, options);
+      });
+
+      it('should get a good response from the API', function(done) {
+        var spy = sandbox.spy(ga.universal, 'post');
+        var group = {};
+        settings.dimensions = { trait: "dimension8" };
+        group.userId = 'userId';
+        group.traits = { trait: true };
+        test
+          .group(group, settings)
+          .expects(200)
+          .end(function(err, res){
+            assert(spy.called, 'Expected spy to have been called');
+            done(err);
+          });;
+      });
+
+       it('should skip if no traits are mapped', function(done){
+        var spy = sandbox.spy(ga.universal, 'post');
+        var group = {};
+        group.userId = 'userId';
+        group.traits = {};
+        test
+          .group(group, settings)
+          .end(function(err, res){
+            assert(!spy.called, 'Expected spy to have not been called');
+            done(err);
+          });
+      });
+    });
   });
 
   describe('.track()', function() {