The day before Google’s SearchOn virtual event, the company released a new version of Google Analytics. The platform is supported by core machine learning and aims to automatically reveal insights in the face of cookie and identifier restrictions that create data gaps.
Changes in consumer behavior and privacy-driven changes have driven the move.
Of course, the idea is to help advertisers get a better return on investment from marketing and understand the consumer journey across the web and apps.
“This is a huge change and Google has been preparing for a long time,” said You & Mr, who works with Google to provide feedback. Hugo Loriot, a partner at Fifty Five, a Jones brand technology group data company, said. Beta partner for over a year. “There are many new features and different ways to collect data.”
The main difference between this version and the previous version is the focus of users and sessions, also known as website access. According to Loriot, this feature also includes the ability to measure the entire device or session in detail.
“One of the main benefits for clients is the ability to stitch the user experience across mobile apps and websites,” he said. “Previously, it was almost impossible to understand that the same person would download a mobile app and visit their website.” Another useful feature is “For media products such as YouTube video reports. Enhanced integration into Google Analytics. “
More features will be rolled out in the coming months.
Vidhya Srinivasan, Google’s Vice President of Measurement, Analysis and Purchasing Platforms, announced a new analysis in a post published Wednesday. “We are creating new, more intelligent Google Analytics based on the App + Web Properties we introduced in beta last year,” Srinivasan wrote.
Srinivasan points out a Forrester Consulting study that marketers say improving the use of analytics is a top priority and existing solutions can be difficult to get a complete picture of their customers.
The platform can automatically alert users to data trends, such as products that are in high demand due to the needs of new customers. It also predicts the actions that customers may take, such as calculating the probability of churn that they invest to retain their customers when their marketing budget is under pressure.
Srinivasan said Google will continue to add forecast metrics such as potential revenue from specific customer groups.
Tighter integration with Google Ads allows advertisers to create an audience that can reach their customers wherever they choose to do business.
The new approach also makes it possible to meet the demands of long-standing advertisers.
With the new analytics, you can combine app and web interactions to measure and include in-app and web-based conversions from YouTube engagement views in your reports.
With the ability to view conversions from YouTube video views along with conversions from Google and non-Google paid channels, and organic channels such as Google Search, Social, and Email, marketers can combine all their marketing efforts. I can understand the impact.
The new Analytics uses multiple identity spaces, such as marketer-provided user IDs and unique Google signals from users who choose to personalize their ads, to fully understand how customers interact with their business. Grasp
For example, marketers can first discover their business from ads on the web and later see if they can install the company’s app and buy there.
Google has also simplified and reorganized its reports so marketers can intuitively find insights based on specific parts of their customer journey.
For example, marketers can see which channels are driving new customers in user acquisition reports, and use engagement and retention reports to see what actions these customers take and continue after conversions. I can understand if there is.
The new version of Google Analytics has become the default option for new properties, and Srinivasan says Google is investing in future improvements.
For enterprise marketers, Google is currently in beta of the Analytics 360 version, which offers a high degree of integration between SLAs and tools such as BigQuery.
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