The New Google Analytics

Worldwide business depend upon Google Analytics to understand website performance, metrics and customer experience, and use the data and insights in GA to guide their onsite marketing and business strategy.

It’s one of the key tools used by most of the websites to measure performance and steer future activity.

Google said according to the research the marketers value the tool but they would like it to be better. Consumer behavior and industry standards have changed, and the current tool set is outdated, not allowing users to get a complete view of their customers and data for a full set of insights.

Google introduced a beta property last year (‘App + Web’) and is using that as the basis to launch a new version of Google Analytics.

So What’s New in The New Google Analytics?

They are creating a new, more intelligent Google Analytics that builds on the foundation of the App + Web property that was introduced in beta last year. It has machine learning at its core to automatically surface helpful insights and gives you a complete understanding of your customers across devices and platforms. It’s privacy-centric by design, so you can rely on Analytics even as industry changes like restrictions on cookies and identifiers create gaps in your data. The new Google Analytics will give you the essential insights you need to be ready for what’s next.

Smarter insights to improve your marketing decisions and get better ROI

The new Analytics can automatically alert you to significant trends in your data – like products seeing rising demand because of new customer needs. It even helps you anticipate future actions your customers may take.

Google is continuing to add new predictive metrics, like the potential revenue you could earn from a particular group of customers. This allows you to create audiences to reach higher value customers and run analyses to better understand why some customers are likely to spend more than others, so you can take action to improve your results.

It’s easy to use what you learn to improve the ROI of your marketing, with new integrations across Google’s marketing products. Also, deeper integration with Google Ads lets you create audiences that can reach your customers with more relevant, helpful experiences, wherever they choose to engage with your business.

The new approach also makes it possible to address longtime advertiser requests. Because the new Analytics can measure app and web interactions together, it can include conversions from YouTube engaged views that occur in-app and on the web in reports. Seeing conversions from YouTube video views alongside conversions from Google and non-Google paid channels, and organic channels like Google Search, social, and email, helps you understand the combined impact of all your marketing efforts.

Complete understanding of how customers interact with your business

Google Analytics customer-centric measurement uses multiple identity spaces, including marketer-provided User IDs and unique Google signals from users opted into ads personalization to give you a more complete view of how your customers interact with your business.

For example, you can see if customers first discover your business from an ad on the web, then later install your app and make purchases there.

You’ll also get a better understanding of your customers across their entire lifecycle, from acquisition to conversion and retention. This is critical when people’s needs are rapidly changing and you have to make real-time decisions in order to win and keep new customers. 

Based on your feedback, we have simplified and re-organized reporting so you can intuitively find marketing insights based on the part of the customer journey you’re interested in. 

For example, you can see what channels are driving new customers in the user acquisition report, then use the engagement and retention reports to understand the actions these customers take, and whether they stick around, after converting.

Built for the long term

This is the time to invest in your digital marketing basics, like smarter analytics, so you can be ready for what comes next. This will also help you in rising consumer expectations, regulatory developments, and changing technology standards for user privacy. With a new approach to data controls, you can better manage how you collect, retain and use your Analytics data. 

More controls for ads personalization let you choose when to use your data to optimize your ads and when to limit your data use to measurement. And Google continues to offer users control over sharing their activity with Google Analytics. The new Analytics is designed to adapt to a future with or without cookies or identifiers.

Google Analytics uses a flexible approach to measurement, and in the future, will include modeling to fill in the gaps where the data may be incomplete. You can rely on Google Analytics to help you measure your marketing results and meet customer needs now as you navigate the recovery and as you face uncertainty in the future.

The future of Google Analytics

The new Google Analytics is the default view for new properties and this is where Google will concentrate on making improvements from now on. It has advised that businesses using Google Analytics should create a new Google Analytics 4 property previously known as an App + Web property alongside their existing properties for the time being. This will allow you to keep all of your current set-up while gathering data and benefitting from the new features.

Conclusion

To conclude these are the features of new Google Analytics:

1. Machine learning automatically highlights helpful insights and gives a more rounded understanding of customers across platforms and devices.
2. It has privacy at its core, so GA should still provide accurate information even if rules change around areas like cookie restrictions which have created gaps in data traditionally.
3. Also, it will automatically alert you to significant data trends: for eg products with a rising popularity due to a shift in customer needs.
4. It can also use data to make predictive insights. Churn probability helps you understand where to invest in either retention or acquisition of customers. Also other predictive metrics like potential revenue from a particular customer demographic will help you make better strategic decisions.