Google introduced the App + Web property for its analytics platform in 2019. This property combined the app and web data to provide unified reporting and analysis. The reports generated by this property uses a common set of metrics and dimensions for seamless integration of app and web data.
While the App + Web property made it easier for the marketers to track their app and web data from a single dashboard, accessing detailed customer information and insights continued to be a hassle. The recent October 2020 Google Analytics update has introduced four new features to help marketers get detailed insights for making smarter decisions.
Take a look at what these four new features are-
1. Smarter Insights Using ML
The machine learning models of Google can now alert marketers about the changing data trends. In other words, Google Analytics can now make use of the website data for identifying products that are in high demand as per the customer needs. With this feature, it will be easier for marketers to take measures and predict future actions of the consumers proactively.
For instance, the new feature can calculate Churn Probability. This can help marketers by enabling them to focus on customers with a higher purchase probability. In the current scenario where businesses are cutting their marketing budgets, investing in customers who are more likely to make a purchase can help generate more sales even with a limited budget.
2. Deep Google Ads Integration
Google Analytics now has improved integration with Google Ads for more efficient cross-platform decision-making. For instance, marketers can now create custom audiences and deliver more helpful and relevant experiences to them every time they engage with their business.
The improved integration provides marketers a better overall view of their marketing efforts, including Google Search, YouTube video views, email, social media, and other paid Google and non-Google channels.
3. Customer-Centric Data Measurement
The majority of the data measurements done by Google Analytics are based on the devices and platforms used by the customers. The recent update has a more customer-centric data measurement approach. It uses unique Google signals and multiple identity spaces for improved ad personalization.
With this update, it is now possible for the marketers to know if a particular customer discovered their business through a web ad and then completed the purchase through their mobile app. In the longer run, this will provide marketers a holistic view of the entire customer journey and how the customers interact with their business.
4. Improved Data Controls
Even the data controls have been considerably changed to make them more granular. This is done to enable marketers to have improved control over how they want to manage and retain the collected customer data. This flexibility can be valuable for advertising as marketers can now decide whether or not they want to use customer data for optimizing ads.
The current internet trend suggests that cookies or identifiers might get severely limited in the future. With improved data controls, it will be easier for the marketer to adapt to such changes in the future.
Using the New Google Analytics Features
The App + Web property, which is now known as Google Analytics 4 property, is already updated with these new features by default.
Along with the existing properties, marketers can create a Google Analytics 4 property to access these four new features and future updates.