Tag Archives: Analytics

Conversion modeling through Consent Mode in Google Ads

Last year, we introduced Consent Mode, a beta feature to help advertisers operating in the European Economic Area and the United Kingdom take a privacy-first approach to digital marketing. When a user doesn’t consent to ads cookies or analytics cookies, Consent Mode automatically adjusts the relevant Google tags’ behavior to not read or write cookies for advertising or analytics purposes. This enables advertisers to respect user choice while helping them still capture some campaign insights.

Without cookies, advertisers experience a gap in their measurement and lose visibility into user paths on their site. They are no longer able to directly tie users' ad interactions to conversions, whether the users are repeat visitors or whether those users have arrived from paid or organic traffic sources. To help close this gap, we're introducing conversion modeling through Consent Mode. This will help marketers preserve online measurement capabilities, using a privacy-first approach.

Now, Consent Mode will enable conversion modeling to recover the attribution between ad-click events and conversions measured in Google Ads. Early results from Google Ads have shown that, on average, conversion modeling through Consent Mode recovers more than 70% of ad-click-to-conversion journeys lost due to user cookie consent choices. Results for each advertiser may vary widely, depending primarily on user cookie consent rates and the advertiser’s Consent Mode setup.

How modeling fills in measurement gaps

Conversion modeling can help fill in blanks in media measurement at times when it’s not possible to observe the path between ad interactions and conversions. Conversion modeling through Consent Mode specifically addresses gaps in observable data from regulations on cookie consent in various regions. Conversion modeling uses machine learning to analyze observable data and historical trends, in order to quantify the relationship between consented and unconsented users. Then, using observable user journeys where users have consented to cookie usage, our models will fill in missing attribution paths. This creates a more complete and accurate view of advertising spend and outcomes — all while respecting user consent choices. Conversion modeling also upholds privacy by not identifying individual users, unlike tactics like fingerprinting which Google has a strict policy against.

Using modeling to probabilistically recover linkages between ad interactions and conversions that would otherwise go unattributed means more conversion insights for optimizing campaign bidding and understanding what’s driving sales. It's important for any modeling approach to account for the fact that people who consent to cookies are likely to convert at a different rate than those who don't.

Holistic measurement for your Google Ads campaigns

It’s important for advertisers to have accurate reporting so they can make their marketing investments go further. Advertisers using Consent Mode will now see their reports in Google Ads updated: for Search, Shopping, Display, and Video campaigns, the “Conversions,” “All conversions” and “Conversion value” columns will now include modeled conversions for consent gaps. All other Google Ads campaign performance reports that use conversion data will also reflect the impact from adding in modeled conversions.

Modeled conversions through Consent Mode will be integrated directly in your Google Ads campaign reports with the same granularity as observed conversions. This data then makes its way into Google’s bidding tools so that you can be confident your campaigns will be optimized based on a full view of your results.

Blue pie chart stating: On average, Consent Mode recovers more than 70% of ad-click-to-conversion journeys lost due to user consent choices.

For advertisers who want to optimize their campaigns based on return on ad spend or cost-per-acquisition, they can use Target Return on Ad Spend (tROAS) orTarget Cost Per Acquisition (tCPA) Smart Bidding strategies with Consent Mode. If you had previously adjusted targets to account for cookie consent changes, you can now go back to setting targets in line with your ROI goals. Note that you’re likely to see gradual improvements in reported performance as we recover lost conversions through modeling.

For advertisers who want to maintain their campaign spend, conversion modeling through Consent Mode also works with the Maximize conversions or Maximize conversion value Smart Bidding strategies in Google Ads. We recommend you make sure that the budget you’ve decided on is well-aligned with your spend goals.

Get started

If you’re an advertiser operating in the European Economic Area or the United Kingdom, have implemented Consent Mode and are using Google Ads conversion tracking, conversion modeling from Consent Mode is available for you today.

And if you aren’t using Consent Mode yet, you have two options to get started. You can implement it yourself on your website by following our instructions. Or if you need some extra help, we’ve partnered closely with several Consent Management Platforms, a few of which already take care of critical implementation steps on behalf of advertisers.

logos of Consent Management Platforms ready to take care of critical implementation steps

We are continuously adding new privacy-forward techniques to help our machine learning solutions better understand the aggregate behavior of non-consenting users, and offer actionable insights in reporting for deeper clarity on your marketing spend. We’ll be bringing conversion modeling through Consent Mode to other Google advertising products, like Campaign Manager 360, Display & Video 360 and Search Ads 360 later this year.

A nonprofit finds volunteers with the new Google Analytics

In the United States, almost half of our food supply is wasted. That’s enough to feed everyone who experiences food insecurity four times over. “In a lot of ways hunger is not a supply problem, it’s a distribution problem,” says Leah Lizarondo, cofounder and CEO of 412 Food Rescue, a Pittsburgh-based nonprofit organization seeking to close the gap between food surplus and food scarcity.

In order to successfully achieve their mission to reduce hunger by redirecting surplus food to people experiencing food insecurity, Leah and her team need to recruit volunteers to download the Food Rescue Hero app and complete a local food pickup and delivery, becoming what they call “Food Rescue Heroes.” As a growing nonprofit organization, 412 Food Rescue has limited resources, though, and relies on technology to save time and invest in the right places.

A cross-platform understanding of volunteers

Historically, measurement across 412 Food Rescue’s digital touchpoints had been a challenge for the nonprofit. Key data was siloed between their website and app, making it time intensive to get a complete understanding of how people were engaging with the organization online. With help from their digital analytics partner Bounteous, 412 Food Rescue turned to the new Google Analytics.

The new Google Analytics allows us to look at our data across platforms — web and app — to understand the full journey of our users. We’ve been able to cut our reporting time by 50%. Sara Swaney
Director of Advancement, 412 Food Rescue

With that time savings, the team at 412 Food Rescue has been able to improve their marketing and focus on engaging more volunteers in the community.

“In order to recruit more volunteers, we needed to know where people were learning about 412 Food Rescue,” Swaney says. With a view of user engagement across platforms and devices,  412 Food Rescue was able to easily discern where the majority of its volunteers discover the organization, and what their typical journey is to get started. The team was able to see that new users are most likely to accept a Food Rescue and become volunteers within 48 hours of downloading the app. As a result, they adjusted their social media campaigns to drive app downloads on Mondays and Tuesdays, when most Food Rescues are typically posted in the app. By facilitating Food Rescues that users can immediately act on upon downloading the app, 412 Food Rescue was able to improve the user journey and convert more users to volunteers.

Automated insights introduce a new set of learnings

With automated insights generated through machine learning, 412 Food Rescue has been able to save time analyzing data and spend more time taking action. They learned, for example, that there was a dip in volunteer engagement on weekends, an insight that had gone unnoticed. Because they had been proactively alerted to the change in Analytics, they were able to quickly respond by increasing their marketing efforts on weekends to boost engagement and address the demand for local deliveries on those days.

Greater impact despite limited resources

Even without a dedicated analytics team, 412 Food Rescue is able to easily get a deep understanding of their data and use it to shift their marketing strategy, grow their network of Food Rescue Heroes, and secure further investment to ultimately expand to more cities and achieve their mission to end food waste and hunger.

Get started with the new Google Analytics today.

Access Google Surveys and Google Analytics 4 data in Data Studio

Today, Data Studio users can access over 300 data sets in just a couple clicks. From Google Ads to BigQuery to your CRM data, you can spend more time finding and sharing insights and less time configuring data sources. With two brand new data connectors you can access even more data through Data Studio to help you analyze your marketing investments and make decisions. You can now access your market research data with our new Google Surveys connector and connect to the next generation of Google Analytics with support for Google Analytics 4 properties. 


Google Surveys give you a quick, cost-effective way to get valuable insights into the minds of your target audience. Gather the insights you need to make smarter, faster business decisions—in a fraction of the time it takes for traditional market research. With the new Data Studio integration, you can quickly visualize your Surveys data alongside your marketing data from sources like Google Ads and Google Analytics.

Google Surveys report in Data Studio

Google Surveys report in Data Studio 

We’ve made it easy to visualize your Google Surveys data. Simply click “View report in Data Studio” when you’re in Google Surveys to see your survey data in a template that you can customize and share in a couple clicks.

View your report in Data Studio in one click

View your report in Data Studio in one click

In addition to expanding access to Google Surveys, we’re also excited to announce support for Google Analytics 4 properties. You can now connect to your Google Analytics 4 properties in Data Studio along with your Universal Analytics properties.

Google Analytics 4 report in Data Studio

Google Analytics 4 report in Data Studio

Accessing the data you need to make better decisions is only the first step. Finding insights from the data and determining the best way to communicate the insights to stakeholders can be challenging and time consuming. We’re making it easier to get started with new marketing templates across common data sets like Google Ads, Search Ads 360 and more. You can find over 30 solutions to help you get started in the Data Studio gallery.

New Google Ads performance report in Data Studio solution gallery

New Google Ads performance report in Data Studio solution gallery

We are excited to hear how these new data connections and template solutions help you find insights and make decisions. Drop us a line in our community forum to let us know what’s working well and what you’re excited for next. 

Introducing the new Google Analytics

Millions of businesses, large and small, rely on Google Analytics to understand customer preferences and create better experiences for them. With more commerce moving online and businesses under increased pressure to make every marketing dollar count, insights from digital analytics tools are even more critical.

But with major shifts in consumer behavior and privacy-driven changes to longtime industry standards, current approaches to analytics aren’t keeping pace. In a survey from Forrester Consulting, marketers said that improving their use of analytics is a top priority, and that existing solutions make it difficult to get a complete view of the customer and derive insights from their data.

To help you get better ROI from your marketing for the long term, we're creating a new, more intelligent Google Analytics that builds on the foundation of the App + Web property we 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

By applying Google’s advanced machine learning models, 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. For example, it calculates churn probability so you can more efficiently invest in retaining customers at a time when marketing budgets are under pressure. We’re 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.

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Churn probability in the Analysis module

With new integrations across Google’s marketing products, it’s easy to use what you learn to improve the ROI of your marketing. A deeper integration with Google Ads, for example, 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.

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YouTube Engaged-view conversions in Analytics reports

Businesses taking part in the beta are already seeing benefits. Vistaprint, responding to rapid changes in their business at the start of the pandemic, was able to quickly measure and understand the customer response to their new line of protective masks. And Jeff Kacmarek, Vice President of Domino’s Pizza of Canada, found that “linking the new Google Analytics to Google Ads enables us to optimize around the actions that matter most to our customers, regardless of how they interact with our brand.”

A more complete understanding of how customers interact with your business

The new Analytics gives you customer-centric measurement, instead of measurement fragmented by device or by platform. It 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 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.

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New reporting structure organized by the user lifecycle

Built for the long term

Now 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 respond to rising consumer expectations, regulatory developments, and changing technology standards for user privacy. With a new approach todata controls, you can better manage how you collect, retain and use your Analytics data. More granular 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 of course, we continue to offer users control over sharing their activity with Google Analytics.

Because the technology landscape continues to evolve, the new Analytics is designed to adapt to a future with or without cookies or identifiers. It uses a flexible approach to measurement, and in the future, will include modeling to fill in the gaps where the data may be incomplete. This means that 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 now the default experience for new properties and is where we’re investing in future improvements. We know there are capabilities many marketers need before fully replacing their existing Analytics setup, so we encourage you to create a new Google Analytics 4 property (previously called an App + Web property) alongside your existing properties. This will allow you to start gathering data and benefit from the latest innovations as they become available while keeping your current implementation intact. If you’re an enterprise marketer, we’re currently in beta with an Analytics 360 version that will offer SLAs and advanced integrations with tools like BigQuery, and will have more to share soon.

Measure conversions while respecting user consent choices

With so many people around the world turning to online shopping this year, advertisers need to measure how effective their digital campaigns are at driving online sales. What’s more, data-protection authorities in Europe may now require many businesses to obtain consent from users on their digital properties for activities related to advertising and/or analytics—impacting advertisers’ understanding of how users are converting on their sites.

Last month, we shared that we’ve integrated our ads systems with the IAB Europe’s Transparency and Consent Framework (TCF) v2.0. For businesses that choose to use this method to gather user consent, Google’s ad systems will read and respect the Transparency and Consent String, so businesses can comply with applicable regulations.

For advertisers who choose not to use TCF v2.0, we’re introducing a new solution to offer more flexibility in how they use Google tags alongside their user consent tools. Consent Mode introduces two new tag settings that manage cookies for advertising and analytics purposes for advertisers using the global site tag or Google Tag Manager. These two settings can be used to customize how Google tags behave before and after users make their consent decisions – helping advertisers more effectively measure conversions, while respecting user consent choices for ads cookies and analytics cookies.

Using Consent Mode with Google’s ad platforms

Attributing conversions to the campaign that drove them is a key priority for advertisers. It helps them better optimize campaign bids and reallocate budget towards the best performers. With Consent Mode, advertisers can achieve greater insight into conversion data while also making sure that the Google tags helping them measure conversions are reflecting users' consent choices for ads cookies.

Once Consent Mode is implemented, advertisers will have access to a new tag setting, “ad_storage,” which controls cookie behavior for advertising purposes, including conversion measurement. If a user does not provide consent for ads cookies, Google tags will not use cookies for advertising purposes.

Let’s say someone visits your website and makes their consent selection for the use of ads cookies on your cookie consent banner. With Consent Mode, your Google tags will be able to determine whether or not permission has been given for your site to use cookies for advertising purposes for that user. If a user consents, conversion measurement reporting continues normally. If a user does not consent, the relevant Google tags will adjust accordingly and not use ads cookies, instead measuring conversions at a more aggregate level.

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With Consent Mode, you can update Google tag behavior based on the user consent selection.

With Consent Mode, campaigns running on Google Ads, Campaign Manager, Display & Video 360, and Search Ads 360 will be able to continue reporting conversions – while respecting users’ consent choices for ads cookies. And because you’re able to retain conversion measurement in your campaign reporting, you’ll be able to continue attributing conversions to the right campaign and optimize your campaign bidding efficiently.

Using Consent Mode with Google Analytics

Consent Mode also works with Google Analytics. This means that Analytics will be able to understand and respect user consent for ads cookies. For example, when the “ad_storage” tag setting is disabled for unconsented users, Analytics will not read or write ads cookies, meaning that optional features that rely on Google signals, like remarketing, will be disabled.

In addition to the “ad_storage” tag setting, Consent Mode provides advertisers with a new tag setting, “analytics_storage,” which controls analytics cookie usage. Let’s say you would like to request consent for both analytics and ads cookies from users on your website. You can use Consent Mode to update Google tag behavior based on the user selection for each type of cookie. Analytics will adjust data collection based on user consent for each of the “ad_storage” and “analytics_storage” settings. For example, if a user does not provide consent for ads cookies (and therefore advertising purposes are disabled), but does provide consent for analytics cookies, advertisers will still be able to measure site behavior and conversions in Analytics as the “analytics_storage” setting will be enabled.

Getting started

Consent Mode is available in beta to a limited number of advertisers that operate in Europe and already use the global site tag or Tag Manager. To learn more about the feature, visit our Help Center here.

If you’re interested in getting started with Consent Mode, please reach out to your Google account team. Implementing Consent Mode requires adding a few lines of code above your global site tag or Tag Manager container. To help with this process, we have partnered closely with several Consent Management Platforms. A few are already integrated with Consent Mode and are ready to help.

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Consent Management Platforms that are already integrated with Consent Mode.

Changes designed to improve user privacy are continuing to impact the digital advertising ecosystem, and we’re committed to helping your business navigate this new environment. To learn more about steps you can take, download our privacy playbook. And stay tuned for more new capabilities to help you manage and respect user consent choices for ads and analytics cookies across platforms.

Improve performance and security with Server-Side Tagging

To measure the effectiveness of digital campaigns and understand the customer journey, businesses often work with a variety of technology partners. Doing so typically requires businesses to add JavaScript code written by these partners, also known as third-party tags, directly to their websites. But when too many tags load on a site, it can negatively affect the customer experience--and conversion rates. Plus, since third-party tags running directly on a site could have broad access to information entered on that page, it’s important for businesses to have control over what information those tags can access.

To help address these challenges, we’re introducing Server-Side Tagging to Google Tag Manager and Tag Manager 360. You’ll now be able to move many third-party tags off your site and into a new server container hosted in your Google Cloud account. That means when customers interact with a page on your site, third-party tags are loaded directly in the server container rather than the site. This provides you with faster page load times, greater security for your customer data, and additional data controls.

Deliver faster site experiences to your customers

When you move third-party tags off your site, fewer tags must load when your customers visit – leading to faster page load times. A recent research study showed that a decrease in page load times for mobile sites improved progression rates for every step of the purchase funnel for all brands surveyed. In fact, for retail sites every 0.1 second reduction in mobile site speed on average increases average order value by nearly 10 percent.

Consider an ecommerce retailer that works with many technology partners to execute marketing campaigns and measure customer behavior. Whenever this retailer wants to work with a new partner, for example to run email marketing campaigns, it needs to add a new third-party tag to its site to measure success. Instead of doing that, the retailer can now place the new tag into its server container in Tag Manager. And when a customer loads the retailer’s site, this tag will run in the server container after the page loads. This allows businesses to measure the success of their campaign without impacting the customer experience.

Secure your customer data

When customers engage with your business online, they share information with you. You want to ensure that information is safe and only authorized partners are able to access it.

When third-party tags are implemented directly on your site, these tags are able to access and interact with other information customers are entering into your site. With Server-Side Tagging, you place third-party tags in a secure server container in your Google Cloud project. This means tags in your server container only have access to information sent to the server and no longer have access to the information entered on your site. And because these tags are placed into your server container, you gain visibility into what data the tags are collecting and where that information is being sent.

Control the behavior of third-party tags

Tag Manager already allows you to control third-party tag behavior through a sandboxed version of JavaScript, ready-to-go tag templates fromthe Community Template Gallery, and a permissions model for all third-party tags. All of these capabilities continue to be available with Server-Side Tagging.

Each tag that you add to your server container will have to declare how it will behave, for example which cookies can be accessed or where data can be sent. And you can also set policies to automatically control what tags are allowed to do. This helps you ensure that any new tags added to your container follow the same permissions so you do not need to continuously check tag behaviors in the future.

Get started with Server-Side Tagging

Server-Side Tagging is now available to all Tag Manager and Tag Manager 360 accounts. When you log into your Tag Manager account, you can create a new server container and connect it with a new or existing Cloud account. You can learn more about setting up Server-Side Tagging for your business with this guide. And if you don’t have a Tag Manager account, you can create one for free.

Take control of how data is used in Google Analytics

Rising consumer expectations and changing industry regulations have set higher standards for user privacy and data protection. This has led many businesses to revisit how they are managing data in their Google Analytics accounts. To help, Analytics provides businesses with a variety of features to control how their data is used. Here is an updated overview of controls in Analytics that govern how data is collected, stored, and used–all of which can be adjusted at any time.

Three ways businesses can manage data in Google Analytics:

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Control the data settings in your account

You can access various settings in your Analytics account to control how you collect, retain, and share data.

Decide if you need to accept the Data Processing Terms.

The optional Data Processing Terms are meant for businesses affected by the European Economic Area General Data Protection Regulation (GDPR), the California Consumer Privacy Act (CCPA), and other similar regulations. You can review and accept the terms if needed in your Analytics account, under Account Settings.

Anonymize IP addresses for your Web property.

When you enable IP anonymization in your Web property, Analytics will anonymize the addresses as soon as technically feasible. This may be useful for you to comply with your company’s privacy policies or government regulations. For Apps properties and App + Web properties, IP anonymization is enabled by default.

Disable some or all data collection.

You also have the ability to partially or completely disable data collection for any of your Analytics properties. Chrome users have the ability to opt out from data collection using the Analytics opt-out Add-on.

Set the data retention period.

You can select how long user-level and event-level data is stored by Analytics, and whether new events can reset that time period. Once that amount of time has passed, the data will be scheduled for automatic deletion from your account and Google’s servers.

Select what data you share with your support team and Google.

The data sharing settings allow you to customize whether to share Analytics data with Google, including whether to allow Google technical support representatives and Google marketing specialists to access your account when you want support using the product or performance recommendations.

Review your Google signals setting.

The Google signals setting allows you to enable additional features in Analytics like remarketing, demographics and interests reports, and Cross Device reports. You can also further customize this setting to keep Google signals enabled for reporting while limiting or disabling advertising personalization.

Choose whether your data is used for ads personalization

Digital advertising helps you reach people online and drive conversions on your app and website. When you enable ads personalization in Analytics, for example by activating Google signals, you gain the ability to use your Analytics audiences to personalize your digital ads which can improve the performance of your campaigns. You can customize how your Analytics data is used for ads personalization.

Control ads personalization for your entire Analytics property.

You can choose to disable ads personalization for an entire property, which will cause all incoming events for that property to be marked as not for use in ads personalization. You can manage this in the property settings of your account.

Control ads personalization by geography.

If you need to set the ads personalization setting for your property at the geographic level, you now have the ability to enable or disable this setting by country. And in the United States, you can adjust the setting at the state level.

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Allow or disallow ads personalization by state in the United States

Control ads personalization by event type or user property.

In App + Web properties, you can adjust the ads personalization setting for a specific event type or user property. For example you can exclude specific events or user properties from being used to personalize ads and only use that data for measurement purposes.

Control ads personalization for an individual event or session.

You can also manage whether an individual event or session is used for ads personalization. For example, if you need to obtain consent before enabling the setting you can dynamically disable ads personalization at the beginning of the session and on each subsequent event until consent is obtained.

Independent of these ads personalization controls that Analytics offers to advertisers, users can control their own ads personalization setting for their Google account. Once they've turned off this setting, Google will no longer use information about them for ads personalization.

Remove data from Analytics

You can remove your data from Analytics for any reason and at any time. You can request the data to be deleted from the Analytics servers or delete information for a single user.

Request data to be deleted.

If you need to delete data from the Analytics servers, you can submit a request for its removal. There is a seven-day grace period starting from the time you make the request before Analytics will begin the deletion process. All administrators and users with edit permission for your account will be informed of your request and have the ability to cancel the request during the grace period. Similar functionality will be available in App + Web properties soon.

Delete data for individual users.

You are able to delete a single user’s data from your Analytics account. If you have edit permission for the account, you can do this through the User Explorer report in Web properties or the User Explorer technique in the Analysis module in App + Web properties. Data associated with this user will be removed from the report within 72 hours and then deleted from the Analytics servers in the next deletion process. Your reports based on previously aggregated data, for example user counts in the Audience Overview report, won’t be affected. If you need to delete data for multiple users, you can use the Analytics User Deletion API.

Delete a property.

If you have edit permission, you can delete a property from your Analytics account. Your property and all the reporting views in the property will be permanently deleted 35 days after being moved to the Trash Can. Once deleted, you are not able to retrieve any historical data or reinstate reports.

All of the above features are available to use right now. For more information, please visit the Help Center.

We hope that you found this overview of current controls helpful. Google Analytics is continuously investing in capabilities to ensure businesses can access durable, privacy-centric, and easy to use analytics that work with and without cookies or identifiers. Please stay tuned for more in the coming months.

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.
Frame 6.png

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.

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.
Frame 6.png

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.