Author Archives: Russell Ketchum

Get privacy-safe customer insights with Google Analytics

At this year’s Google Marketing Livestream, we shared the latest updates coming to the new Google Analytics, the next generation of Analytics designed for the future of measurement.

Get privacy-safe customer insights using machine learning

With new privacy-safe solutions, Google is helping advertisers preserve marketing measurement while respecting user consent choices. This includes using machine learning to model conversions in Google Ads, so you can continue to optimize performance in a privacy-safe way when observed conversion data is not available.

Later this year, we’ll extend our modeling capabilities to certain reports in Google Analytics 4 properties to enhance your understanding of the customer journey when observed behavioral data is not available. If users don’t consent to analytics cookies, you’ll still be able to generate important customer insights while respecting your users’ privacy preferences.

For example, if there is incomplete data in your User Acquisition report, modeled data (in addition to observed data) will offer a more complete picture of the number of new users your campaigns have acquired.

Easily discover relevant insights

We want to make the new Analytics experience as intuitive to navigate as possible, so you can discover key insights with unprecedented speed and ease.  In a new modular left navigation, we’ve organized important use cases into workspaces that will guide you to the reports, analyses, or data — like advertising conversions — you’re looking for.

Static image of new workspaces in left navigation

New workspaces in left navigation

The new Advertising Workspace is designed to quickly address everyday advertiser needs and unlock deeper insights into your campaign performance. In the snapshot, you can see relevant campaign and performance insights at a glance. You’ll get automated insights notifying you of things like performance spikes in your campaigns, where the majority of your customers are converting from, or what channel is performing the best that week.

With an intuitive and easily accessible home for these insights, you’ll be able to quickly improve campaign performance when you want to make real-time optimizations.

Static of advertising snapshot in the advertising workspace

Advertising Workspace snapshot

Beyond easier navigation, it’s also important to be able to tailor Analytics to the specific needs of your business, and even your role. To allow flexibility, we’re launching an entirely new set of customization options to reporting.

For the first time, within the Reports Workspace, users with admin access will be able to curate the Analytics interface and reports to suit the specific needs of their teams. Admins can make simple edits to existing reports or even create entirely new custom reports. They can also customize the left navigation to group reports into collections, and create custom overviews to highlight information. You can showcase these overviews in the Reports snapshot, the new homepage for the Reports Workspace.

Animated UX of custom reporting options

Custom reporting options

Once admins set up customized reporting preferences for your organization, you can reduce time spent on reporting and surface the most relevant insights faster than ever before.

Better understand the value of your marketing

We know how valuable it is to have attribution reporting for your campaigns directly within Analytics, so we’re bringing new cross-platform attribution capabilities into the Advertising Workspace.

Data-driven attribution models will soon be available in all Google Analytics 4 properties, so you can use Google’s machine learning to understand the contribution of each touchpoint in your marketing funnel, alongside your other customer journey insights. We’ve also introduced two new attribution reports: the Conversion Paths report and Model Comparison report.

Similar to Multi-Channel Funnels in Universal Analytics properties, the Conversion Paths report allows you to view the customer journey by channel, assigning credit to touchpoints from when your customers first arrive to your site or app through conversion, based on a selected attribution model. It also includes a new conversion credit visualization that helps you understand your ROI by channel.

Static UX image of Conversion Paths report in the Advertising Workspace

Conversion Paths report in the Advertising Workspace

The Model Comparison report allows you to assess campaign performance using various attribution models, and compare how each affects the value of your marketing channels so you can determine which model best suits the needs of your business.

Static UX image: Model Comparison report in the Advertising Workspace

Model Comparison report in the Advertising Workspace

Prepare your measurement foundation for the future

The new Google Analytics will help ensure your measurement foundation is reliable and ready to meet the demands of an evolving ecosystem.

Get started with Google Analytics 4 properties today, and stay tuned for more enhancements coming soon.

What’s new in App + Web properties

This July we announceda new property type in Google Analytics that helps you measure across both your app and website in one place. The new App + Web property helps you better understand your customers’ journeys across platforms so you can deliver more unified experiences.

Recently, we’ve introduced enhancements that allow you to measure multiple websites, do even more custom analysis, and get faster insights from your data.

Measure multiple web streams in a single property

App + Web properties now support multiple web streams, including Firebase web apps, in a single property—up to 50 data streams across your apps, websites, and web apps. This allows you to see metrics aggregated across all your related apps and websites, or apply filters to compare them individually. For example, if you were an online retailer with multiple regional stores, you could see your total global sales for the month or compare the sales of each of your regional sites and apps. 

More options for custom analysis

In July we introduced the Analysis module in App + Web properties with five techniques to do cross-platform analysis with more flexibility. Now, we’ve added two more techniques to the mix: cohort analysis and user lifetime, as well as an update to the existing pathing technique and a larger window for historical data.

Cohort analysis helps you compare engagement between groups of similar users with more metric and dimension breakdowns.  For example, you can compare revenue between cohorts of users that were acquired at different times to understand the results of a change in your marketing strategy. 

User lifetime gives you insight into the lifetime activity of a group of users, based on custom dimensions you choose. For example, see how many lifetime in-app purchases were made by users acquired from a holiday promotion you ran.

Backward pathing allows you to work backwards from a conversion or other key event and analyze the differences, trends, or patterns users took to get there. For example, you can start from a purchase event to see how many users that made a purchase entered the funnel from an email campaign to your website, compared to a search ad that deep-links to your app.

Data retention has now expanded to up to 14 months across all techniques within the Analysis module so you can conduct longer term analyses, like year-over-year. Go to data settings in your property admin to increase data retention.

App and web insights at your fingertips

Automated and custom insights, previously available only for web, are now in App + Web properties. 

Automated insights use machine learning to identify key trends and anomalies in your data. For example, if there was an unusual spike in sales yesterday, you will get an alert of the change which you can then investigate. Automated insights get smarter and more relevant to your business over time. 

Custom insights give you the control to tell Analytics what metrics you’d like to be alerted about. For example, if you are a retailer and you’ve just released a new product, you may want to track sales specifically for that SKU.  You can set up a custom insight to alert you if the product’s sales increased by more than 10% week-over-week. These alerts can now be set up to run hourly, and you can receive email notifications within 5 minutes of a triggered alert.

Instant answers with search

When looking for specific insights in your Web properties you can simply ask a question in the search bar and get a quick answer. Today, we are extending this to App + Web properties, so you can ask questions and get holistic answers across your app and web data. 

Ask questions using keywords, such as “users from organic channel last week,” and a relevant answer will appear in the search dropdown. Be specific about the metric, dimension, and time frame to get the best results.

Automated and custom insights, as well as instant answers from the search dropdown, are available in App + Web properties today in English and will soon be available in all languages supported by Google Analytics. 

Next steps for App + Web properties

Businesses already see the benefits of bringing more of the customer journey into view. TUI group, a leading integrated tourism group based in Europe, is using App + Web properties to close the gap between their app and web data. 

Previously we had been manually stitching together app and web sessions in order to generate customer behaviour insight and value our marketing investments; this release unifies that data to show the full path to conversion. Dan Truman
Global Head of Digital Analytics, TUI Group

If you’re not already using the beta and your business is looking for a more complete view of how your customers engage across app and web, you can get started today by setting up a new property and linking your app and website.

What’s new in App + Web properties

This July we announceda new property type in Google Analytics that helps you measure across both your app and website in one place. The new App + Web property helps you better understand your customers’ journeys across platforms so you can deliver more unified experiences.

Recently, we’ve introduced enhancements that allow you to measure multiple websites, do even more custom analysis, and get faster insights from your data.

Measure multiple web streams in a single property

App + Web properties now support multiple web streams, including Firebase web apps, in a single property—up to 50 data streams across your apps, websites, and web apps. This allows you to see metrics aggregated across all your related apps and websites, or apply filters to compare them individually. For example, if you were an online retailer with multiple regional stores, you could see your total global sales for the month or compare the sales of each of your regional sites and apps. 

More options for custom analysis

In July we introduced the Analysis module in App + Web properties with five techniques to do cross-platform analysis with more flexibility. Now, we’ve added two more techniques to the mix: cohort analysis and user lifetime, as well as an update to the existing pathing technique and a larger window for historical data. These capabilities will become available over the next few weeks.

Cohort analysis helps you compare engagement between groups of similar users with more metric and dimension breakdowns.  For example, you can compare revenue between cohorts of users that were acquired at different times to understand the results of a change in your marketing strategy. 

User lifetime gives you insight into the lifetime activity of a group of users, based on custom dimensions you choose. For example, see how many lifetime in-app purchases were made by users acquired from a holiday promotion you ran.

Backward pathing allows you to work backwards from a conversion or other key event and analyze the differences, trends, or patterns users took to get there. For example, you can start from a purchase event to see how many users that made a purchase entered the funnel from an email campaign to your website, compared to a search ad that deep-links to your app.

Data retention has now expanded to up to 14 months across all techniques within the Analysis module so you can conduct longer term analyses, like year-over-year. Go to data settings in your property admin to increase data retention.

App and web insights at your fingertips

Automated and custom insights, previously available only for web, are now in App + Web properties. 

Automated insights use machine learning to identify key trends and anomalies in your data. For example, if there was an unusual spike in sales yesterday, you will get an alert of the change which you can then investigate. Automated insights get smarter and more relevant to your business over time. 

Custom insights give you the control to tell Analytics what metrics you’d like to be alerted about. For example, if you are a retailer and you’ve just released a new product, you may want to track sales specifically for that SKU.  You can set up a custom insight to alert you if the product’s sales increased by more than 10% week-over-week. These alerts can now be set up to run hourly, and you can receive email notifications within 5 minutes of a triggered alert.

Instant answers with search

When looking for specific insights in your Web properties you can simply ask a question in the search bar and get a quick answer. Today, we are extending this to App + Web properties, so you can ask questions and get holistic answers across your app and web data. 

Ask questions using keywords, such as “users from organic channel last week,” and a relevant answer will appear in the search dropdown. Be specific about the metric, dimension, and time frame to get the best results.

Automated and custom insights, as well as instant answers from the search dropdown, are available in App + Web properties today in English and will soon be available in all languages supported by Google Analytics. 

Next steps for App + Web properties

Businesses already see the benefits of bringing more of the customer journey into view. TUI group, a leading integrated tourism group based in Europe, is using App + Web properties to close the gap between their app and web data. 

Previously we had been manually stitching together app and web sessions in order to generate customer behaviour insight and value our marketing investments; this release unifies that data to show the full path to conversion. Dan Truman
Global Head of Digital Analytics, TUI Group

If you’re not already using the beta and your business is looking for a more complete view of how your customers engage across app and web, you can get started today by setting up a new property and linking your app and website.

A new way to unify app and website measurement in Google Analytics

People expect to interact with businesses when and how they like, such as browsing a brand's website to research a product and then purchasing it later using the brand's app. Getting insight into these cross-platform journeys is critical for businesses to predict customer needs and provide great experiences—but it can be very challenging.

Currently, many businesses measure app engagement with Google Analytics for Firebase and website engagement with Google Analytics. While each of these products separately offer powerful insights, getting a more unified picture of engagement across your app and website can be a manual and painstaking process. 

To make this simpler, we’re announcing a new way to measure apps and websites together for the first time in Google Analytics.

Unified app and web analytics  

First, we’re introducing a new property type, App + Web, that allows you to combine app and web data for unified reporting and analysis.

Onboarding

 Measure your app and website together in Google Analytics

Reports for this new property use a single set of consistent metrics and dimensions, making it possible to see integrated reporting across app and web like never before. Now you can answer questions like: Which marketing channel is responsible for acquiring the most new users across your different platforms? How many total unique users do you have, regardless of which platform they use? How many conversions have occurred on your app and website in the last week—and which platform is driving most of these conversions?

User Overview

See combined metrics across your app and website

You can also go deeper to understand the effectiveness of your marketing campaigns across platforms. For example, you can see how many users started on your app then visited your website to make a purchase.

Flexible event measurement

Understanding how people engage with your app and website means that you need to measure a diverse range of user interactions like clicks, page views, app opens, and more. We’re making it easier to measure those actions on all of your platforms in a consistent way. The new property type utilizes a more flexible event-based model for collecting the unique interactions that users have with your content, allowing you to measure any custom event that you set up. 

This event-based model also allows you to automate the manual work of tagging some of the events on your site with no additional coding required. In addition to page views, enhanced measurement allows you to measure many common web events like scrolls, downloads, video views and more with the flip of a toggle in the admin settings for your property.

Enhanced measurement helps you measure events with the flip of a toggle

Enhanced measurement helps you measure events with the flip of a toggle

Cross-platform analysis

Given the many different ways people interact with your brand between app and web, you need flexible tools to make sense of your data and discover insights unique to your business. The new Analysis module enables you to examine your data in ways that are not limited by pre-defined reports.

There are a number of techniques you can use including: 

  • Exploration: Conduct ad-hoc analysis by dragging and dropping multiple variables—the different segments, dimensions, and metrics you use to measure your business—onto a canvas to see instant visualizations of yourdata.

The Exploration technique allows you to visualize your data with drag and drop ease

The Exploration technique allows you to visualize your data with drag and drop ease

  • Funnels: Identify important steps to conversion and understand how users navigate among them—where they enter the funnel, as well as where they drop off—with both open and closed funnel options

Understand how users engage with a sequences of key events on your app and website using the Funnels technique

Understand how users engage with a sequence of key events on your app and website using the Funnels technique

  • Path analysis: Understand the actions users take between the steps within a funnel to help explain why users did or did not convert.

Visualize actions taken on the users’ path to conversion with the Path analysis technique

Visualize actions taken on the users’ path to conversion with the Path analysis technique

Once you’ve surfaced insights from your analysis, you can use the results to create audiences and use those audiences to deliver more relevant marketing experiences to your customers. 

Start measuring across platforms

The first version of this new app and web experience—including the new event model and new analysis capabilities—will be available to all Analytics and Analytics 360 accounts in beta in the coming weeks. If you use Google Tag Manager or the global site tag for Google Analytics today, there’s no re-tagging required for your website. To include your app data, you’ll need the Firebase SDK implemented in your app. See how to get started in Google Analytics, or if you’re an existing Firebase customer, here’s how to upgrade.

If your business has both an app and website, and is looking for a more complete view of how your customers engage across both, we encourage you to participate in this beta and share your feedback. We are working to make Google Analytics the best possible solution for helping you understand the customer journey and create great customer experiences across platforms. Your partnership is essential to help us get there.