Knowing that many people research products online before going into a physical store to make a purchase, French clothing retailer Petit Bateau wanted to develop a better understanding of the online-to-offline (in-store) behaviour of its customer base. The brand leveraged Google Analytics and its robust features: User ID and Measurement Protocol, to reach the objectives.
Petit Bateau customers in France can shop in 153 physical stores as well as on Petit-bateau.fr. Users log into the website which makes it possible to later match the traffic of logged-in users with subsequent in-store transactions made with a loyalty card.
Petit Bateau uploaded personally non-identifiable in-store data into Google Analytics and discovered that digital played a significant role in driving in-store purchases:
44% of in-store buyers had visited the site within the seven days before making their purchases,
9% of in-store buyers had visited the site on the same day as their purchase in the physical shop.
Further analysis revealed that the online-to-store effect was particularly important on mobile. Mobile visitors converted within stores at an 11% higher rate than desktop visitors, and their in-store spend was 8% greater.
By using Google Analytics to measure online-to-offline purchase behaviour, Petit Bateau was able to better understand the impact of online marketing on in-store sales and use the data to recalculate AdWords return on ad spend – which proved to be six times higher with in-store sales incorporated. Taking in-store transactions into consideration in this way is enabling Petit Bateau to optimise the brand’s digital marketing programmes, make more informed decisions around media budget allocation and design better experiences for consumers as they move seamlessly between digital and physical shopping environments.
You can find the full case study with all the details here.
Earlier this year, as part of the Google Analytics 360 Suite announcement, we unveiled a new data visualization and reporting platform for large enterprises — Data Studio 360.
Yesterday, at the Google Performance Summit, we announced a free version of Data Studio for individuals and smaller teams. Data Studio lets you connect to all your marketing data and turn that data into beautiful, informative reports that are easy to understand, share, and fully customizable. We wanted to take a moment to give you some of the details about Data Studio.
Making it easy to share data within your organization — or with the world
One of the fundamental ideas behind Data Studio is that data should be easily accessible to anyone in an organization. We believe that as more people have access to data, better decisions will be made.
With multiple data connectors, you can now easily create dashboards from many different types of data and share with everyone in your organization - and you can mix and match data sources within a single report. For example, you can combine Google Analytics data and Google AdWords data into a single report.
Today, we’re offering multiple data connectors, so you can connect to Google Analytics, Google AdWords, Google Sheets and many other Google services. But Data Studio offers integration with a wide variety of data sources. There’s also a connector for BigQuery and we will soon have connectors to SQL databases that will let you access first party data.
Data Studio is more that just sharing reports with other people — it’s true collaboration. We used the same infrastructure as Google Docs, so you can edit reports together, in real time. This is useful as you combine data from multiple teams and need others to add analysis and context to the report.
Visualization tools to style your reports and data
In addition to new sharing and collaboration tools, Data Studio gives you many flexible ways to present your data. Sure, there’s the usual assortment of bar charts, pie charts, and time series. But we’ve also included some new visualizations — like bullet charts that help you communicate your progress towards a business goal.
Another advanced feature is the ability to create a heatmap using tabular data. This visualization makes it easy to instantly identify outliers within a table of data.
Data Studio also has an array of other features to help you customize how you present your data. There are a number stylistic tools that enable you to design your reports to represent your specific brand. There are also interactive data controls, like a date picker and dynamic filters, that enable report editors to make reports interactive for viewers.
For example, let’s say you want to let users segment a report by country. Just add a control element to the top of your report and the user can dynamically segment the data. In the image below the check boxes will change the data in the map and data table based on what a user selects.
These are just a few of the tools that you can use to help others in your organization understand data.
Two versions for different types of organizations
The primary difference between Data Studio 360 and the free version, Data Studio, is the the number of reports you can create, which is five per account. Both versions support connecting to unlimited data sources and offer unlimited report viewing, editing and collaboration. For more information, check out our Help Center.
Getting started
If you’re ready to get started, watch this brief overview that will help you build your first reports.
Then check out the interactive walkthrough - it’s built with Data Studio. Just choose “Welcome to Data Studio (Start Here)” from the list of reports in your account.
Data Studio is currently available to users in the United States and we’ll be rolling it out to other geographic regions throughout the year. We hope it helps you share more data and make better business decisions.
Happy Dashboarding,
Posted by Nick Mihailovski & Nathan Moon, Data Studio team
We’re incredibly excited to share with you the new analytics product innovations announced just moments ago at the Google Performance Summit. These innovations for the Analytics 360 Suite are more integrated, more collaborative, and use built-in intelligence to handle more data than ever in our new multi-screen, cross-channel world.
Why are these innovations arriving now? Because across the millions of websites using Google Analytics today, more than half of all web traffic now comes from smartphones and tablets1. And every year, over half of the trillions of searches on Google happen on mobile2.
This shift to mobile has made marketers' jobs more complex. We all have more opportunities than ever to reach consumers all day and measure their behavior in their I-want-to-know, I-want-to-go, I-want-to-do and I want-to-buy moments. But it's also harder to keep all the channels and touchpoints straight. You can’t market effectively in today’s world with products that were designed for a desktop-first world.
Two months ago we announced the Google Analytics 360 Suite, an enterprise-class modern measurement solution built from the ground up to help enterprise marketers and analytics professionals succeed in this new multi-screen world. Today, we announced new innovations focused on three themes:
Read on to learn the analytics highlights from today’s announcements.
Enterprise analytics re-imagined for modern marketing Google Analytics 360 Suite is beginning to roll out to current customers. This includes Google Analytics 360 (formerly known as Premium), Attribution 360 (formerly known as Adometry), Audience Center 360, and Tag Manager 360 when used as part of Analytics 360. The rollout will occur in phases over the next several months, and users will see an improved and unified product experience and a new look and feel across all Analytics 360 Suite products. Google Optimize 360, our website testing and personalization product, is now available in paid BETA globally. The results from our closed beta have been amazing: one of our beta customers reduced the time to deploy a site experiment from three days to 10 minutes. Optimize 360’s deep integrations with Analytics 360 increase testing agility and reduce setup times. With just a few clicks, you can use the audiences and goals you’ve already created in Analytics 360 to run experiments with Optimize 360. Google Data Studio 360, our data visualization product, will start rolling out in paid BETA in the US. This is our enterprise version with licensing starting at 200 users. Data Studio 360 allows you to connect to all your data with native integrations across many popular Google products, as well as non-Google data. Visualize your data by creating reports and dashboards. Share your data across your organization with built-in, real-time collaboration.
Google Data Studio is a completely new, free version of Data Studio 360 that we’re launching today! Starting now, anyone can use Data Studio to create up to 5 reports with unlimited sharing, editing and collaboration. We’re starting the BETA in the U.S. and rolling out to other regions throughout the year. Succeeding together
With massive volumes of data being created across screens, channels and touchpoints, built-in intelligence has become foundational in approach to analytics product development. This means we’re doing more of the heavy lifting for you, and we’re seeing a tremendous response from businesses. For example, Smart Goals in Analytics is now enabling more than 60K advertisers to optimize their AdWords performance. You’ll continue to see exciting developments in the future related to intelligence.
As consumers blur the lines between online and offline, it’s more important than ever to build your business in new ways. Google is excited to go on this journey with you, and we're building much more for the multi-screen, cross-channel world. Visit our website to learn more about all the new products in the Analytics 360 Suite.
To see the full range of ads and analytics innovations announced this morning, watch the Google Performance Summit keynote here.
Posted by Paul Muret, VP of Analytics, Display, and Video Products at Google.
Welcome to the Google Performance Summit livestream! Tune in now to hear about Google’s latest mobile-first innovations, the moment they’re announced. Let us know what you think by joining the conversation at #GoogleSummit.
While Firebase Analytics is separate from Google Analytics for mobile apps, both solutions were built by the same team to ensure Google Analytics, Google Tag Manager, the Google Analytics 360 Suite, and Firebase Analytics work together seamlessly. Below, we’ve cross-posted a deep dive into Firebase Analytics from the Firebase blog so you can learn more about the exciting app analytics capabilities available in Firebase. If you’d like to understand more about how Google Analytics products work with Firebase Analytics, check out our Analytics 360 and Google Analytics overviews.
Cross-posted from the Firebase blog by Russell Ketchum, Group Product Manager: Welcome, current and new Firebase developers! There's a lot to discover with the Firebase platform -- more than we could possibly explain in a single blog post. So over the next several weeks, we'll be sharing posts focusing on each of the individual features of Firebase. For our first post, we wanted to let you know about Firebase Analytics -- the free and unlimited analytics solution for mobile developers.
Analytics are at the heart of successful apps, so when we expanded Firebase to help mobile developers build better apps and grow successful businesses, we thought it was important to build an analytics solution that serves the needs of all app developers, from two-person startups to large, established companies.
Meet Firebase Analytics, a free and unlimited analytics tool built from the ground up for mobile apps. Firebase Analytics is at the core of the Firebase platform, providing the insights you need to build successful apps.
All your app analytics in one place. Firebase Analytics helps you understand what your users are doing in your app. It has all of the metrics that you’d expect in an app analytics tool (average revenue per user (ARPU), active users, retention reports, event counts, etc.) combined with user properties like device type, app version, and OS version to give you insight into how users interact with your app.
Collecting all of this data is simple and works right out of the box. When you add Firebase to your app, key events are measured automatically – including first opens (think of these like installs), in-app purchases, and more. With up to 500 distinct event types (each with up to 25 key-value pair parameters), you can measure additional suggested and custom events that are unique to your app with just a few lines of code.
Some events are more important to you than others, so with conversion tracking you can define the most important events that happen in your app (like purchasing an item, or sharing your app with others) and create funnels just for these events to discover where users drop out of the process.
But Firebase Analytics helps you analyze more than just user behavior. It also provides a rich set of data that helps describe your users – data like geographic information, demographics, and interests that can help you better tune your app and refine your marketing activities.
While standard demographic data is helpful, it’s also important to understand user properties specific to your app. Firebase Analytics lets you define custom user properties for all of your users. For example, your fitness app can record a user's favorite exercise or your music app can record your user's favorite genre. Firebase Analytics is also integrated with BigQuery, Google’s fully-managed data warehouse, so you can export your raw Firebase data and join it with custom data for additional analysis.
Smarter, more effective app marketing. Understanding user behavior is just one important part of Firebase Analytics -- you also need to understand how your advertising and marketing activities influence those behaviors. Firebase Analytics can automatically link user behaviors within your app to a traffic source so you know where your valuable users are coming from. It works with Google AdWords and more than 20 other major ad networks without having to install any additional SDKs, making it easy to understand the ROI of your marketing and advertising spend. You can also import Firebase Analytics conversion events directly into Google AdWords, so you can bid on specific user events that happen in your app with just a few clicks.
Firebase Analytics makes all of Firebase better. Firebase Analytics is designed to make your analytics data actionable. You can use the Audiences feature to create a segment of users based on their event data and user properties. For example, an audience of people who have added items to their cart but haven't made a purchase. Or, an audience of classical music fans who have listened to more than 200 songs.
You can then use these audiences in conjunction with other Firebase features, like Remote Config, which allows you to change the look-and-feel of your app just for a specific audience. Want to create a customized home screen for users who have subscribed to your newsletter or have reached a certain level in your fitness app? You can do that directly from the Firebase console using Remote Config and Audiences in Firebase Analytics.
Firebase Analytics Audiences also works with Notifications, allowing you to send in-app notifications to any audience that you've defined. So, if you've just added a new set of armor to your game's in-app storefront, you can notify only the users who have purchased in-game items in the past. In addition, when your Firebase account is linked to AdWords, you can use audiences to re-engage lapsed users with ad campaigns. To learn more about the app analytics capabilities in Firebase Analytics, check out our video:
While Firebase works well as a standalone tool, the true power of Firebase Analytics lies in the customer insight it brings to other Firebase capabilities - insight that helps you grow, develop, and earn with your mobile app. Posted by Russ Ketchum, Group Product Manager, on behalf of the Google Analytics and Firebase teams
Google Tag Manager is known for making it easy to deploy and manage analytics, remarketing, conversion tracking, and other types of tags across your websites and apps. And with the introduction of Firebase – Google’s new platform for mobile developers across iOS and Android – using Tag Manager or Tag Manager 360 to configure your in-app measurement has never been easier or more powerful!
Yesterday at Google I/O, we announced that we’re expanding Firebase to become a unified mobile developer platform designed to make it easier than ever to build apps using Google’s products and services – and Google Tag Manager is one of these services! The latest version of Tag Manager and Tag Manager 360 for mobile apps has been designed to work with Firebase and to extend its capabilities for both developers and marketers.
Unified in-app instrumentation At the heart of Firebase is Firebase Analytics – a free and unlimited analytics product designed specifically for mobile apps. But Firebase Analytics is more than an analytics product, it’s a unified way for developers to measure anything and everything that’s happening in an app from key business drivers to detailed user interaction. This creates a single source of truth for in-app activity that you can share with other Firebase features and Google products. For Tag Manager, this makes Firebase Analytics the new data layer, which means that anyone who is using Firebase Analytics is ready to start using Tag Manager without recoding.
To get started with Google Tag Manager and Tag Manager 360, simply sign-up for Firebase, sign in to Tag Manager to setup a new Firebase container, and then add both Firebase Analytics and Google Tag Manager to your app. Everything that you’re measuring with Firebase Analytics is ready for use in Tags, Triggers, and Variables in Tag Manager.
Dynamic app measurement Firebase Analytics makes it easy to measure what’s happening in your app. But what happens if you mislabeled an event or forgot to add a critical parameter? By adding Tag Manager or Tag Manager 360 to your app, you can make changes to your measurement setup without having to wade into the app update process.
As experienced marketers know, without tag management, even the most basic tagging changes can take a lot of time and effort, require coordination between marketing and development teams, and pull resources away from other projects. With Tag Manager and Firebase, you’re able to decouple your measurement changes from your build cycles – and by doing so, streamline how your development and marketing teams work together.
One SDK, many optionsWhile Firebase aims to make it easier than ever to build apps and measure user behavior, it’s not meant to be a one-size-fits-all solution. Developers and marketers often choose to use multiple solutions from multiple vendors in their apps. Google Tag Manager and Tag Manager 360 can help make sense of these disparate tools.
With Firebase Analytics, it’s easy to measure what’s happening in your app – without limiting you to a single toolset. Google Tag Manager and Tag Manager 360 let you take your data and send it to various other analytics tools both at Google – such as Google Analytics – and with other partners. We’re thrilled to announce tag vendor partnerships with several of the leading app attribution solutions including Kochava, Tune, adjust, AppsFlyer, Apsalar, and more. Google Tag Manager has long been heralded for its commitment to being vendor agnostic for web measurement and is excited to extend that same commitment to mobile apps. And our partners are excited too!
"We have always been passionate about supporting developers by making sure Kochava is always integrated with the best tools. That's why we're so excited to provide out-of-the-box support for Google Tag Manager via Firebase." - Charles Manning, CEO of Kochava
If you don’t see the partner you’re looking for, don’t fret. We’re continually adding additional partners through our Vendor Tag Template Program.
Get started at your convenience If you’re already using Google Tag Manager or Tag Manager 360 for mobile apps don’t worry, your existing containers and the current SDKs will continue to work just the way they are. But as with any major feature release, we recommend upgrading to the latest version of Google Tag Manager for mobile apps – and Firebase along with it – at your earliest convenience. That way, you can be sure to make the most of your mobile tag management experience.
Ready for Google Tag Manager?Learn more and get started today! Posted by Scott Herman, Product Manager, Google Tag Manager
We’re excited to highlight Google’s next step in mobile app development: Firebase, a unified app platform for Android, iOS and mobile web development. It comes with new tools to help you develop faster, improve app quality, acquire and engage users, and monetize apps. The Firebase platform also comes with Firebase Analytics, a free and unlimited analytics solution for mobile apps.
Firebase Analytics is now Google’s recommended solution for mobile app analytics. It’s user and event-centric and comes with unlimited app event reporting, cross-network attribution, and postbacks. If you’re using Google Analytics for mobile app reporting today, you may want to consider adding Firebase and Firebase Analytics to your app to take advantage of some of its powerful new capabilities.
Google Analytics will continue to support our mobile app analytics functionality and we’ve built a number of ways for clients to use Firebase Analytics with Google Analytics or with Analytics 360 for best-in-class analytics capabilities. If you have both web and app properties, we recommend using Google Analytics for your web analytics and Firebase Analytics for your app analytics.
Many clients may want to keep the app analytics functionality they currently enjoy with Google Analytics in addition to implementing Firebase Analytics. This type of dual implementation is made easy with Tag Manager - allowing you to implement Firebase and then use Tag Manager to send your app data into Google Analytics.
Stay tuned for more detail on Firebase Analytics and enhancements to Google Tag Manager that make mobile app analytics faster and easier than ever.
Happy mobile app analyzing! Posted by Russ Ketchum, Group Product Manager, on behalf of the Google Analytics and Firebase teams
This post was contributed by Michael Loban, CMO at InfroTrust, a Google Analytics Certified Partner.
For many years, Pelican Water Systems has catered to the needs of people by providing them with safer, cleaner, and improved water for their homes. Pelican Water Systems sells their water purification systems via their website and via a call center. However, the company was unable to tie online marketing channels to the offline sales placed via a call center. They lacked a complete picture of the customer journey. That’s when they turned to InfroTrust, a Google Analytics Certified Partner that specializes in the system integration and Omni-channel analytics.
Together, Pelican Water Systems and InfoTrust implemented Google Analytics to enhance the sales attribution and probe deeper into the shopping styles of customers. The main challenge that the two noticed was that some customers would see online ads and purchase online, while others would call customer service representatives to complete their orders (offline). Compared to the online campaigns, 0% of the offline sales were attributed to online marketing campaigns.
To address this, InfoTrust used the Google Analytics User ID feature. A unique User ID is carried across Google Analytics, DialogTech and Salesforce.com to identify online visitors and associate their online and offline activity. The Measurement Protocol was used to upload all offline order information (e.g. products sold, revenue, tax, etc) to Google Analytics.
With Google Analytics, Pelican Water Systems got better reports to understand which of their orders offline were being generated by marketing campaigns online. This lead to the discovery that up to 15% of overall conversions placed offline were influenced by different AdWords campaigns. With this discovery, Pelican Water Systems now has the ability to budget and plan its campaigns accurately.
“Offline transactions which had 0% visibility and were dependent solely on inaccurate or incorrect customer feedback are now fully attributable to their proper marketing channel. This allows us to make quick, smart decisions on trends across all forms of marketing, both online and offline, and how consumers jump from desktop to mobile and office computers.” — Robert Prentice, Director of Marketing & Product Development, Pelican Water Systems.
To learn more about InfoTrust and Pelican Water Systems work together to achieve these results, download the full case study.
Posted by Daniel Waisberg, Analytics Advocate, and Pratik Mungasuvalli, Account Manager
To evaluate campaigns and analyze the impact of various media channels, you need to be able to identify every source of traffic. You probably are already doing this now by connecting Google Analytics with your AdWords account and by customizing links from other purchased channels with custom campaign parameters. Google’s URL builder is often used to generate these links containing campaign parameters.
In large organizations, it is not uncommon for different parts of the organization to purchase and drive traffic to the website. One group might be responsible for paid search, another for affiliates, and a third for driving traffic from social media. This division places high demands on the structure of your data if you want to be able to compare the various media channels or see the combined effect of a campaign – no matter which channel the message was communicated in.
To set a naming convention for campaign names and decide how to name all media channels is challenging when many people within the organization must comply to the naming guidelines. Without having consistent definition of the site’s traffic sources, it is also more difficult to create attribution models, as these require good-quality data in order to be reliable.
To simplify the generation of consistent links tagged with custom campaign parameters Outfox, a GACP and Google Analytics 360 Reseller, have developed GA Campaign URL, an add-on for Google Sheets. This tool helps you to create tag sheets, where you can guide users regarding which parameters are to be used and let users select, for example, the medium, sources, and campaigns in drop-down lists. Since you can easily share the spreadsheet among various users and control (by using permissions) which users can add and change the values in drop-down lists, you can create tag sheets tailored to the needs and organization of your company. 
Read more about how to use GA Campaign URL on our Help page or install it for Google Sheets!
Posted by Christoffer Lutheran, Director of Analytics at Google Analytics Certified Partner Outfox
Google Analytics helps brands optimize their websites and marketing efforts for all sources of traffic, and Search Console is where website owners manage how they appear in Google organic search results. Today, we are introducing the ability to display Search Console metrics alongside Google Analytics metrics, in the same reports, side by side - giving you a full view of how your site shows up and performs in organic search results.
For years, users of both Search Console and Google Analytics have been able to link the two properties (instructions) and see Search Console statistics in Google Analytics, in isolation. But to gain a fuller picture of your website’s performance in organic search, it’s beneficial to see how visitors reached your site and what they did once they got there.
With this update, you’ll be able to see your Search Console metrics and your Google Analytics metrics in the same reports, in parallel. By combining data from both sources at the landing page level, we’re able to show you a full range of Acquisition, Behavior and Conversion metrics for your organic search traffic. This feature out is rolling out over the coming few weeks, so not everyone will see it immediately.
 New Search Console reports combine Search Console and Google Analytics metrics
New Insights
The new reports allow you to examine your organic search data end-to-end and discover unique and actionable insights. Your Acquisition metrics from Search Console, such as impressions and average position, are now available in relation to your Behavior and Conversion metrics from Google Analytics, like bounce rate and pages per session.
Below are some new capabilities resulting from this improved integration: • Find landing pages that are attracting many users through Google organic search (e.g., high impressions and high click through rate) but where users are not engaging with the website. In this case, you should consider improving your landing pages. • Find landing pages that have high site engagement but are not successfully attracting users from Google organic search (e.g., have low click through rate). In this case, you might benefit from improving titles and descriptions shown in search. • Learn which queries are ranking well for each organic landing page. • Segment organic performance by device category (desktop, tablet, mobile) in the new Devices report. 
New Landing Page report showing Search Console and Google Analytics metrics
Additional Information
Each of these new reports will display how your organic search traffic performs. As data is joined at the landing page level, Landing Pages, Countries and Devices will show both Search Console and Google Analytics data, while the Queries report will only show Search Console data for individual queries. The same search queries will display in Google Analytics as you see in Search Console today.
As mentioned in our Search Console Help Center, some data may not be displayed, to protect user privacy. For example, Search Console may not track some infrequent queries, and will not display those that include personal or sensitive information.
Also, while the data is displayed in parallel, not all Google Analytics features are available for Search Console data - including segmentation. Any segment that is applied to the new combined reports will only apply to Google Analytics data. You may also see that clicks from Search Console may differ from total sessions in Google Analytics.
To experience the new combined reports from Search Console and Google Analytics, make sure your properties are linked, and then navigate to the new section “Search Console”, which should appear under “Acquisition” in the left-hand navigation in Google Analytics.
Posted by Joan Arensman, Product Manager, and Daniel Waisberg, Analytics Advocate
