Earlier this week, we announced that the new Google Analytics is ready to help you meet the challenges of an evolving measurement landscape and get better ROI from your marketing for the long term — with privacy-safe solutions and machine learning at its core. Today, we’re introducing the new Analytics 360, which builds on the foundation of Google Analytics 4 properties to address the measurement needs of large advertisers and agencies with more customizations, increased scale, and enterprise-level support.

Flexible tools to fit your organization’s needs

As a large company, you may have multiple teams that need access to different insights, depending on their job function, products and markets. Let’s say your teams in the United States, Canada and Mexico need to view the data about your four product lines to understand what’s driving sales in their markets. With the new Analytics 360, you can create four product line sub-properties for each country team and customize their settings. For example, you can link each of them with your Google Ads and Google Marketing Platform accounts that are used for the campaigns running in these countries.

You may also have analyst teams in each of those countries that need to access the data across all product lines for their markets to understand what’s driving sales for your brand locally. You can easily do that by creating dedicated roll-up properties for the United States, Canada and Mexico across all four product lines. That way, they’ll be able to better understand the audiences that are interested in your products and share insights with other local teams. Roll-up and sub-properties will only be available in Analytics 360 and will launch in the coming months.

You’ll also be able to create your own user roles in Analytics 360 to control feature access for certain groups of users. For instance, you could create a role for an agency partner so they can understand which campaigns are driving conversions on your website, but can’t access data about your revenue or organic traffic. Custom user roles can also be assigned to selected reporting collections, which are groups of reports based on topics like customer acquisition. This way your teams and partners can access the data they need in compliance with your policies. Custom user roles and user assigned reporting collections will launch in the coming months to all Analytics 360 accounts.

Scalable solutions for growing enterprises

The new Analytics 360 can scale as you grow your business and your needs become more demanding. It has higher limits for up to 125 custom dimensions, 400 audiences and 50 conversion types. If you want to run your own analysis, Analytics 360 allows you to export billions of daily events to BigQuery. You can also get more granular insights by accessing unsampled results directly in Analytics 360’s explore module.

In addition to higher limits, you’ll get continuous intraday data via Analytics 360’s interface and the API. Data usually appears within an hour after collection, so you can make faster, near-real time decisions during crucial periods for your business, like Black Friday.

Enterprise-level performance and support

Analytics 360 comes with service legal agreements (SLAs) across many product functionalities such as data collection, reporting, processing and attribution. For the first time, we’ll introduce an SLA for BigQuery daily export to give you peace of mind even for your own analysis.

When multiple teams work together with Analytics 360, you’d like to closely monitor the changes made to your account settings. The new Analytics 360 has a more robust Change History so you can review when settings are edited, like when a new Google Ads account is linked to an Analytics 360 property or a new type of conversion is created. In the future, we’re planning to add more advanced audit functionalities for a better view of who has access to your data and the changes made to your property.

The new Analytics 360 is now in open beta for all existing clients. Follow these instructions to upgrade your Google Analytics 4 Properties to the Analytics 360 beta.

A year ago, weintroduced the new Google Analytics to help you meet the challenges of an evolving measurement landscape and get better ROI from your marketing for the long term. Google Analytics 4 properties offer privacy-safe solutions to measure the customer journey, machine learning to predict outcomes and automate the discovery of insights, and easy activation of those insights in Google’s advertising platforms to enhance your marketing performance.

Since then, we’ve introduced features like improved advertising reporting and support for user consent choices that help you achieve your marketing objectives without compromising user privacy.

Now, we're launching additional capabilities, including an improved Search integration and smarter attribution to give you the insights you need to optimize performance across all of your marketing channels. We're also introducing new modeling features that will close gaps in your data and help you future-proof your measurement.

With these additional capabilities, we encourage you to use the new Google Analytics as your primary web and app analytics solution going forward.

Easily access Search insights

Search Console provides detailed information about your website’s organic Search performance, including the site’s rank in Search results, queries that led to clicks, and post-click data like engaged sessions and conversions. With the new Search Console integration, you'll be able to understand the role that organic Search plays in driving traffic to and engagement on your site relative to other marketing channels like Search ads, email, or social.

Get more value with data-driven attribution

Building on the two attribution reports, Conversion paths and Model comparison, we announced earlier this year, we are introducing data-driven attribution – without minimum threshold requirements – to Google Analytics 4 properties.

Google’s data-driven attribution models give you a better understanding of how all of your marketing activities collectively influence your conversions, so you don’t over or undervalue a single channel. Unlike last-click attribution, where 100% of the credit goes to the final interaction, data-driven attribution distributes credit to each marketing touchpoint based on how much impact the touchpoint had on driving a conversion.

Data-driven attribution improves marketing ROI by helping you make smarter decisions about where and how much to invest, and as a result, drive more conversions for less cost. With its use of machine learning, data-driven attribution is a more durable approach that will deliver results even when it’s difficult to observe conversions. Notino, an ecommerce beauty platform, says data-driven attribution in Google Analytics 4 is essential to its measurement strategy.

Data-driven attribution will be available in attribution reports in the coming weeks. It will be available at the property level soon after, at which time you’ll be able to see attributed revenue and conversions in the Conversions report and in Explorations.

Address measurement gaps with Google’s machine learning

Using Google’s advanced modeling technology, the new Google Analytics allows you to fill gaps in your understanding of customer behavior when cookies and other identifiers aren’t available. It analyzes vast amounts of historical data, identifies correlations and trends between key data points, and uses those insights to make predictions about the customer journey.

We’re bringing a few new modeling capabilities to Google Analytics 4. First, conversion modeling is now used in attribution reports, the Conversions report, and Explorations to identify where conversions have come from and allocate them to the right Google and non-Google channels, such as Search ads, email, or paid social.

Second, behavioral modeling will soon be supported in reporting. Behavioral modeling uses rigorously tested and validated machine learning to fill gaps in behavioral data, like daily active users or average revenue per user. This allows you to conduct uninterrupted measurement across devices and platforms, and answer questions like, “How many new users did I acquire from my last campaign?” or “Which steps in my funnel have the highest user drop-off rates?”

Meet your marketing objectives

Customers are seeing success using the new Google Analytics to help achieve key marketing objectives like generating leads, acquiring new users, and driving online and offline sales. Líder, a grocery retailer owned by Walmart Chile, is driving in-app purchases using predictive metrics and audiences. By marketing to a new “Likely 7-day Purchasers” audience generated by Analytics based on predicted purchase behavior, Líder increased its conversion rate to 5.4% from 0.3% for other audiences, and saw an 85% decrease in overall app campaign CPA.

Global beauty brand, L’Oreal, is also using the new Google Analytics to help adapt its measurement foundation for the future, and simplify how the entire organization generates business insights.

Now is the time to build the measurement foundation your business needs for the future. We encourage you to make full use of your Google Analytics 4 property and put it at the center of your measurement in place of Universal Analytics.

It’s important for businesses to have the insights they need to drive more conversions on their websites. But rising expectations and regulations around user privacy can make it hard to meet both performance and privacy needs. We’re continuing to invest in solutions to help you find that balance.

Server-Side Tagging in Google Tag Manager allows you to move measurement and advertising tags off your website and into a secure server container. This helps protect your customers by restricting access to their information, and helps increase conversion rates on your site by reducing page load times.

To ensure all businesses can use this feature, Server-Side Tagging now works with any cloud or server provider that supports Docker — an open source platform for developing and running applications. We’ve also integrated Server-Side Tagging into more Google products and services to help you move more tags off your website and achieve better site performance. With these improvements, we're moving Server-Side Tagging out of beta and making it generally available to all customers in Tag Manager and Tag Manager 360.

Support for more Google advertising products

Server-Side Tagging now supports Google Ads and Google Marketing Platform products, including Campaign Manager 360, Display & Video 360 and Search Ads 360. Previously, you had to continue using a client-side tag for each marketing product you use, and keep them all running directly on your site.

Now, when customers interact with your site, a single client-side tag can activate multiple tags for these products directly in your server container. This means you’ll have fewer tags on your site, which can help improve your site's page load time.

Integration with other privacy solutions

Marketers often ask us how to use Server-Side Tagging with other privacy solutions like Consent Mode and enhanced conversions. Consent Mode helps you customize how Google tags behave before and after users make their consent decisions; and enhanced conversions help you use consented, first-party, user-provided data to better understand how users convert after engaging with your ads.

We're now making it simpler to use these products together. Advertisers with Google Analytics 4 on their sites will soon be able to use enhanced conversions in Google Ads without needing to add additional tags to their site. And once you’ve set up Consent Mode, any Google tags implemented in your server container will automatically respect consent choices that users have made on your website.

We're also making it easier for you to ensure that user data is handled according to your security preferences. Server-Side Tagging automatically anonymizes your users’ IP addresses before the information is shared with Google’s reporting tools. And in cases where you need more control, you have the option to eliminate users’ IP addresses from your data completely before they’re shared.

Success with Server-Side Tagging

Since launching Server-Side Tagging last year, we’ve seen businesses around the world use this feature to uphold higher expectations around user privacy and drive better marketing performance.

Nemlig, Denmark’s leading online grocer, saw a large rise in visitors to its site as people turned to online shopping and home delivery for their daily essentials last year. This resulted in longer page load times, which negatively impacted conversion rates on Nemlig’s site. After adopting Server-Side Tagging, the company was able to move tags from the browser into its secure server container, improving its page load time by 7%. Read the full story here.

Square has also found success with Server-Side Tagging. The San Francisco-based company helps businesses of all sizes reach buyers online and in person, manage their business and access financing. Since implementing Server-Side Tagging, Square has seen a 46% increase in reported conversions.

With Server-Side Tagging, you can improve both user trust and website performance. As we continue to work on new features and updates, our goal is to help you achieve your privacy and performance goals across all of your measurement needs.