Tag Archives: Analytics

New predictive capabilities in Google Analytics

Google Analytics helps you measure the actions people take across your app and website. By applying Google’s machine learning models, Analytics can analyze your data and predict future actions people may take. Today we are introducing two new predictive metrics to App + Web properties. The first is Purchase Probability, which predicts the likelihood that users who have visited your app or site will purchase in the next seven days. And the second, Churn Probability, predicts how likely it is that recently active users will not visit your app or site in the next seven days. You can use these metrics to help drive growth for your business by reaching the people most likely to purchase and retaining the people who might not return to your app or site via Google Ads.

Reach predictive audiences in Google Ads

Analytics will now suggest new predictive audiences that you can create in the Audience Builder. For example, using Purchase Probability, we will suggest the audience “Likely 7-day purchasers” which includes users who are most likely to purchase in the next seven days. Or using Churn Probability, we will suggest the audience “Likely 7-day churning users” which includes active users who are not likely to visit your site or app in the next seven days.

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In the Audience Builder, you can select from a set of suggested predictive audiences.

In the past, if you wanted to reach people most likely to purchase, you’d probably build an audience of people who had added products to their shopping carts but didn’t purchase. However, with this approach you might miss reaching people who never selected an item but are likely to purchase in the future. Predictive audiences automatically determine which customer actions on your app or site might lead to a purchase—helping you find more people who are likely to convert at scale.

Imagine you run a home improvement store and are trying to drive more digital sales this month. Analytics will now suggest an audience that includes everyone who is likely to purchase in the next seven days—on either your app or your site—and then you can reach them with a personalized message using Google Ads.

Or let’s say you’re an online publisher and want to maintain your average number of daily users. You can build an audience of users who are likely to not visit your app or site in the next seven days and then create a Google Ads campaign to encourage them to read one of your popular articles.

Analyze customer activity with predictive metrics

In addition to building audiences, you can also use predictive metrics to analyze your data with the Analysis module. For example, you can use the User Lifetime technique to identify which marketing campaign helped you acquire users with the highest Purchase Probability. With that information you may decide to reallocate more of your marketing budget towards that high potential campaign.

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View the Purchase Probability of users from various marketing campaigns.

You will soon be able to use predictive metrics in the App + Web properties beta to build audiences and help you determine how to optimize your marketing budget. In the coming weeks these metrics will become available in properties that have purchase events implemented or are automatically measuring in-app purchases once certain thresholds are met.

If you haven't yet created an App + Web property, you can get started here. We recommend continuing to  use your existing Analytics properties alongside an App + Web property.

Get insights and take action on changing customer behavior

With free measurement tools from Google, you can get insights into how customer behavior has changed due to COVID-19 and then take action to update your marketing strategy. Read more to learn about how to get started, and for specific tips to help your business navigate the coming months.

Understand the impact of your Google media 

If you’re running marketing campaigns to drive visits to your website or app, it’s important for these visits to turn into sales. Attribution in Google Ads helps you understand the paths people take to complete a conversion, and then award credit for that conversion to different ads, clicks, and factors along the way.

We recently launched a new look for attribution reports in Google Ads that helps you quickly see how customers interact with your marketing throughout the purchase cycle. This makes it easier for you to then take action in the areas that are driving results.


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Revamped overview page that displays simplified and intuitive set of attribution reports.

Attribution models give you a deeper understanding of how your ads perform to help you decide where to allocate your marketing investment. One model, data-driven attribution, uses machine learning to determine how much credit to assign to each click on the customer journey, helping it better account for changes in customer behavior during turbulent times. For example, if you're working on behalf of a grocery store experiencing an increase in online orders from mobile devices, data-driven attribution may indicate that your mobile ads are having a greater impact on driving conversions than you realized, giving you the insight you need to optimize your campaign performance. If you’d like to learn which attribution model is right for your business, check out our official guide to attribution modeling.

Measure the online customer journey

The way that your customers interact with you may have changed dramatically in the past few months. Google Analytics can help you measure how those changes have impacted your business through your website or app.

We’ve put together a guide that lists a few reporting shortcuts in Analytics that can help you easily get useful insights. For example, if your business has shifted to online only, you need to make sure you’re converting as many site or app visits into sales as possible. You can use a shortcut to see your weekly conversion rate for the last 60 days and identify areas you might be able to improve upon – without digging through multiple reports in your account.

Visualize trends about your business

With so much changing so rapidly, you’ll want to understand how your business has been impacted. You can use Google Data Studio to help you create a report and visualize the changes that have happened over the past few months. Data Studio is easy to use, anyone on your team can quickly start using it.

If you’ve connected Data Studio to your marketing campaigns, you can use these curated marketing templates to monitor the performance of those campaigns. Let’s say you need to create a report that shows daily online sales from each of your Google Ads campaigns over the last 60 days. You can use one of those templates to quickly build the report and then identify which campaigns are performing best so you can re-allocate your marketing budget to those campaigns.

Keep your website updated 

During this time, you might have different business hours or shipping policies. Instead of having to invest in an additional resource to update your website, you can do it for free with Google Optimize. When you log into your account, you can use a new feature to easily add a message for your customers to the top of your homepage. Either use our templated banner or customize the message by editing the color, size or text.
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Use our template to post a banner at the top of your website with an important message.

And if you need to make other changes throughout your site, you can still continue to use Optimize to create site personalizations. Optimize users would normally be limited to running 10 site personalizations at once, but we’ve removed that restriction for the next 90 days, until July 31.

All of these products and features are available for free today. We hope they are helpful as you navigate your business through changing times.

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.

New Analytics updates in Actions on Google Console

Posted by Mandy Chan, Developer Advocate

Have you built an Action for the Google Assistant and wondered how many people are using it? Or how many of your users are returning users? In this blog post, we will dive into 5 improvements that the Actions on Google Console team has made to give you more insight into how your Action is being used.

1. Multiple improvements for readability

We've updated three areas of the Actions Console for readability: Active Users Chart, Date Range Selection, and Filter Options. With these new updates, you can now better customize the data to analyze the usage of your Actions.

Active Users Chart

The labels at the top of the Active Users chart now read Daily, Weekly and Monthly, instead of the previous 1 Day, 7 Days and 28 Days labels. We also improved the readability of the individual date labels at the bottom of the chart to be more clear. You’ll also notice a quick insight at the bottom of the chart that shows the unique number of users during this time period.

Before:Active Users chartAfter:

Date Range Selection

Previously, the date range selectors applied globally to all the charts. These selectors are now local to each chart, allowing you more control over how you view your data.

The date selector provides the following ranges:

  • Daily (last 7 days, last 30 days, last 90 days)
  • Weekly (last 4 weeks, last 8 weeks, last 12 weeks, last 24 weeks)
  • Monthly (last 3 months, last 6 months, last 12 months)
Date Selector

Filter Options

Previously when you added a filter, it was applied to all the charts on the page. Now, the filters apply only to the chart you're viewing. We’ve also enhanced the filtering options available for the ‘Surface’ filter, such as mobile devices, smart speakers, and smart display.

Before:

Filter Options Before

After:

filter options after

The filter feature also lets you show data breakdowns over different dimensions. By default, the chart shows a single consolidated line, a result of all the filters applied. You can now select the ‘Show breakdown by’ option to see how the components of that data contribute to the totals based on the dimension you selected.

2. Introducing Retention metrics (New!)

A brand new addition to analytics is the introduction of a retention metrics chart to help you understand how well your action is retaining users. This chart shows you how many users you had in a week and how many returned each week for up to 5 weeks. The higher the percentage week after week, the better your retention.

When you hover over each cell in the chart, you can see the exact number of users who have returned for that week from the previous week.

Retention Metrics

3. Improvements to Conversation Metrics

Finally, we’ve consolidated the conversation metrics and brought them together into a single chart with separate tabs (‘Conversations’, ‘Messages’, ‘Avg Length’ and ‘Abort rate’) for easier comparison and visibility of trends over time. We’ve also updated the chart labels and tooltips for better interpretation.

Before:

Conversion Metrics Before

After:

Conversion Metrics After

Next steps

To learn more about what each metric means, you can check out our documentation.

Try out these new improvements to see how your Actions are performing with your users. You can also check out our documentation to learn more. Let us know if you have any feedback or suggestions in terms of metrics that you need to improve your Action. Thanks for reading! To share your thoughts or questions, join us on Reddit at r/GoogleAssistantDev.

Follow @ActionsOnGoogle on Twitter for more of our team's updates, and tweet using #AoGDevs to share what you’re working on. Can’t wait to see what you build!

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.

Tag Manager: Introducing Custom Templates

Google Tag Manager and Tag Manager 360 help you more easily and safely deploy tags for all your marketing and measurement tools. Security and collaboration features give IT teams more control over the tagging process, while features like auto-event triggers and built-in templates help marketers get the data they need without having to deal with code.


For scenarios where the built-in templates don’t cover your needs, we also offer options to deploy your own custom HTML and JavaScript. To help protect the security of your users and sites, we already scan all custom HTML tags for malware. Developers can also choose to blacklist custom scripts directly on page. But, we want to help make tagging even safer.


Today, we’re introducing Custom Templates—a new set of features in Tag Manager and Tag Manager 360 to give you more transparency and control over the tags on your site.


With Custom Templates, you can use a built-in Template Editor to design tag and variable templates that can be used throughout your container.

custom gtm animation

This means that less technical users can manage instances of your custom tags just like the built-in tags, without messing with code. (Custom Templates will show up alongside the built-in templates when you go to add a new tag or variable.) And, since you can write your template once and reuse it, less code will need to be loaded on your site.

Template permissions


In order to provide a safer execution environment for your tags, Custom Templates use a sandboxed version of JavaScript. With sandboxed JavaScript, certain potentially sensitive operations (e.g. loading external scripts, accessing cookies, sending pixels, etc.) require the use of sandbox APIs:


Custom GTM Code

When you use these APIs, associated template permissions will automatically be surfaced and require that you declare how you’re using them (e.g. where external scripts can be loaded from, which cookies can be accessed, where data can be sent, etc.):

Custom GTM Perms

The behavior of your templates is tightly controlled by these permissions. Other users will be able to see exactly what your custom tags and variables are permitted to do. And, developers can write on-page policies to govern their behavior.


Starting today, you’ll see a new Templates section in the left sidebar of your containers. Whether you’re a marketer wanting to do more in Tag Manager without code or a developer wanting more control over third-party tags on your site, Custom Templates will improve your tagging capabilities.


Visit our developer documentationto learn more about Custom Templates, sandboxed Javascript, and permissions.

Gathering insights in Google Analytics can be as easy as A-B-C

Today’s customers are deeply curious, searching high and low for information about a product before making a purchase. And this curiosity applies to purchases big and small—just consider the fact that mobile searches for “best earbuds” have grown by over 130 percent over the last two years. (Google Data, US, Oct 2015 - Sep 2016 vs. Oct 2017 - Sep 2018. ) To keep up with this curious customer, marketers are putting insights at the center of the strategy so that they can understand customers’ intentions and deliver a helpful, timely experience.

In our new guide about linking Google Analytics and Google Ads, we explore the broad range of reports available in Analytics. These reports give you crucial insights about the customer journey that can then be used to inform your campaigns in Google Ads. Here’s what you should know about the A-B-Cs of reporting.


Acquisition reports

How did your customers end up on your site in the first place? Acquisition reports answer this question, offering insights about how effectively your ads drive users to your site, which keywords and search queries are bringing new users to your site, and much more. This video gives you a quick overview of how Acquisition reports work.  


Behavior reports

How do you users engage with your site once they visit? Behavior reports give you valuable insights about how users respond to the content on your site. You can learn how each page is performing, what actions users are taking on your site, and much more about the site experience. Learn more about behavior reporting here.


Conversion reports

What path are users taking towards conversion? Conversion reporting in Analytics gathers valuable insights about those actions that are important to the success of your business—such as a purchase or completed sign-up for your email newsletter. Goal Flow reports help you see how a user engages as they move toward a conversion while Ecommerce reports are specifically designed to deliver insights for sites centered around purchases.


Reports open up a world of actionable insights that help you deeply understand and then quickly enhance a customer journey that is more complex than ever.


Missed the other posts in this series? Catch up now to read how creating effective campaigns for the modern customer journey can be achieved by bringing Google Analytics and Google Ads together.

And, download our new guide and learn how getting started with these reports is easy as A-B-C.

5 steps to improve media performance using Google Analytics

This is the second post in a series about how linking Google Analytics and Google Ads can help marketers gain deeper insights, create smarter campaigns, and drive better business outcomes.


Today’s customers expect the right message at the right time—even as their journeys become more fast-paced and less linear. How are marketers responding? With ad experiences that aim to be assistive and personalized. To create these experiences, marketers are turning to integrated analytics and ads.


In our new guide about linking Google Analytics and Google Ads, we highlight some of the actionable steps you and your team can take to deliver the right ad at the right time.


Step 1: Link your accounts

Linking Google Analytics and Google Ads puts insight-gathering and ad creation side by side—so that you can easily create campaigns that are informed by detailed site metrics and conversion data. And linking your accounts only requires a few easy steps. Here’s how to get started.


Step 2: Activate Cross Device capabilities

Cross Device capabilities in Analytics help you understand how your customers are behaving across their different devices so that you can optimize your strategy. For instance, you might find that, based on cross device insights, you want to increase your mobile ad spend to drive more conversions. Activating Google signals makes Cross Device capabilities available to you.


Step 3: Create an Analytics audience and share with Google Ads

When you create an audience in Analytics then share it with Google Ads, you’re able to create ad campaigns that are specifically tailored to specific segments of your audience. For instance, you can create an audience of all of your returning customers, then create a Google Ads campaign specifically for this audience. Here's how you get started sharing audiences in Google Ads.


Step 4: Create and import Goals

Goals in Google Analytics can represent any site metric you find important—such as time spent on your site, a specific action taken on your site, or a conversion. Importing these Goals into Google Ads enables you to access valuable conversion insights and site engagement metrics right in Google Ads. Here’s how  to create Goals in Analytics and then import them into Google Ads.   


Step 5: Generate and view reports

When you link Google Analytics and Google Ads, you gain access to a variety of reports about your Google Ads campaigns right in your Analytics account — giving you important campaign performance insights that can be used to improve your marketing strategy. Learn more about Acquisition, Behavior, and Conversion reports.


Read our new guide to read about how bringing Google Analytics and Google Ads together can bring your media performance to the next level.


In case you missed how integrating Google Analytics and Google Ads can be a marketer's solution to delivering experiences that meet consumers’ rising expectations, check out our post Google Analytics and Google Ads: A Powerful Pairing. Next up, we'll cover how you can easily gather the insights you need to better understand the customer journey with Google Analytics.

Source: Google Ads


Google Analytics and Google Ads: A Powerful Pairing

Today’s customer journey doesn’t follow a standard path—it’s diverse, non-linear, and always evolving. Consumers conduct research about products across a variety of devices—and marketers are looking for ways to deliver experiences that meet consumers’ rising expectations. For many marketers, the solution lies in gaining a deeper understanding of the customer journey. The integration between Google Analytics and Google Ads helps you accomplish this.


Once linked together, Google Analytics and Google Ads form a powerful partnership—and our new guide explores the ways this integrated solution can help you unlock deeper insights, create smarter marketing, and drive better business outcomes.

Insights-driven marketing

Linking Google Analytics and Google Ads put your insights and ad creation side by side, helping you better understand how effectively your ads are leading to conversions. You can then adjust ad creative based on these insights, delivering informed marketing that leads to more conversions.


Optimized bidding

Once you link Google Analytics and Google Ads, you can access a new set of reports about your Google Ads campaigns right in your Analytics account, helping you better understand what happens after a customer clicks an ad. For instance, you might find that certain keywords are leading to more conversions—and now you can focus your bidding on those high-performing keywords.


Customized messaging

When Google Analytics and Google Ads are working together, you can share Analytics audiences with Google Ads to deliver messaging tailored to different groups of customers. For instance, you can make an audience of users who filled a cart on your website but abandoned their cart before completing a purchase. You can then create a campaign in Google Ads and focus it on these cart abandoners—driving more conversions in the process.


Advanced machine learning

Machine learning-powered capabilities in Analytics answer important questions about your audience. For instance, you can ask Analytics questions in plain language such as “How much time on average are mobile users spending on my site’s homepage?” and get an answer back quickly. You can also use machine learning to find a list of your most valuable customers with Smart Lists—then dynamically adjust your Google Ads campaigns to reach these customers.


Read more about this powerful integration between Google Analytics and Google Ads in our guide. And check back next week when we'll post 5 steps to improve media performance.

Source: Google Ads


Dynamic audiences in Google Analytics for Firebase

For businesses to make the best decisions about where to invest their marketing budget, it’s critical that they understand user behavior on both their web and app properties. And while a website is often the first customer touchpoint, for many businesses, apps are where customers are spending more of their time. As a result, marketers need to capture audience insights from their app analytics that they can then take action on, both within and outside of their apps.

Google Analytics for Firebase, our app analytics solution, has historically given you the ability to organize your audiences around events, device type, and other dimensions. These criteria were not exhaustive, however, or dynamic as user behavior changed over time.

That’s why we’ve made enhancements to the audience builder experience, with a few major updates to help you identify relevant app audiences more easily and with greater precision:

  1. Dynamic audience evaluation: Audiences are now dynamic by default, meaning Analytics will automatically include users as soon as they meet your criteria, and automatically exclude users when they no longer do. This allows you to “set and forget” your audiences while they populate, without the hassle of constantly re-evaluating them.
  2. Audience exclusion: Audiences can be more precisely defined by adding exclusion criteria. For example, you can create a list of users that added an item to a shopping cart and of those users, exclude those who have also made a purchase.
  3. Membership duration: Audiences can now include a membership time frame, such as “users that have converted in the last 30 days,” so your audiences and messaging remain fresh and timely.  

These new tools make audiences more powerful, flexible and actionable than before, so you can be confident that your insights reflect relevant users and activity on your apps. In 2019, we will continue to enhance the Google Analytics for Firebase audience builder, offering even more ways to precisely create audiences.

Take action once you’ve identified relevant audiences

Once you’ve improved your understanding of users, you can also deliver personalized experiences based on varying user needs. For example, through push notifications or Remote Config in Firebase, or customized ads in Google Ads.

Let’s say you have an e-commerce app. Using these advanced audience capabilities, you can build an audience of users that visit your app for the first time and add an item to their cart, but don’t make a purchase — and only include those who do so in a 30 day window.

Build a dynamic audience for first time users that have abandoned their cart.

Build a dynamic audience for first time users that have abandoned their cart.

You can now reach that audience with tailored messaging relevant to their experience with the app, and encourage them to make the purchase through an in-app promotion, email notification, or personalized ad. Once these users have returned to the app, made a purchase, and/or exceeded the 30 day window however, they will no longer meet the criteria for that audience, and you will not adversely affect their experience with marketing that is no longer relevant to them.

With the ability to create dynamic audiences, you are able to understand your users with better precision. A better view into your audiences means more insight into the customer journey, so you can invest in your marketing activities with confidence and see better results — keeping users happy, and your app growing.