Google has officially introduced the new Google Analytics which is now available to all users and now includes extensive predictive insights, deeper integration with Google Ads, greater cross-device measurement capabilities, and more granular data controls.
New functions and metrics aligned with the protection of user data: this is the new Google Analytics
The coronavirus has managed to give, however, For businesses, this means more competition, and data and metrics are essential to creating better experiences for your customers. by gaining an understanding of their preferences, “make every euro of marketing count”Google points out in , and knowledge is power and digital analysis tools are critical at this time.
“But with the significant changes in consumer behavior that have been driven by privacy standards in the industry for some time now, current analysis approaches are not up to par”assures the internet giant.
New insights and predictions based on artificial intelligence
The new Google Analytics includes predictions that are capable of automatically alert marketers to data trends, such as the growing demand for a certain product.
This technology can also predict outcomessuch as churn rates or the potential revenue a business could earn from a particular customer segment. These metrics can help marketers anticipate what actions their customers might take in the future, targeting higher-value audiences.
Greater integration of audiences with Google Ads
Now advertisers can build and maintain audiences of their visitors on both their website and app. For example: If a user qualifies for an audience list due to an action taken on the web and is removed from it because they complete an in-app purchase, the list is updated automatically to avoid being reimpacted with advertisements of the purchased product.
In addition, the new Google Analytics will report on the actions of YouTube video views that occur in the application and on the website.
Customer Lifecycle Reports
However, one of the most notable differences between Analytics and the new Google Analytics is how the reports are organized: “we’ve reorganized all the reports that were in the app + web beta, added a bunch of new features, and we have made them revolve around the customer life cycle”, reported , Group Product manager of Google Analytics.
These reports are now designed to help marketers drill down into particular aspects of the market. : “for instance, they will be able to see which channels are generating new customers in the user acquisition report and then use the engagement and retention reports to understand the actions these customers are taking and whether they stick around after conversion.” Google said in its statement.
In this sense, the new Google Analytics provides a more complete view of how customers interact across devices and channels to, among others, avoid duplication of users on different devices and generate reports and ad targeting appropriately.
Every page scroll or video playback will be tracked in real time, without having to add code or set up tracking in Google Tag, a follow-up that for now requires additional processing that makes it not immediately available, sometimes being delayed until the next day.
More granular user data controls in the new Google Analytics
The new Analytics also includes options that will help advertisers to comply with data regulations such as the and CCPA (the California Consumer Privacy Act).
A) Yes, is designed for sites that must obtain the explicit consent of the end user to collect your analytical data. “Without this level of granularity in the previous version, what we were seeing is that customers were simply opting out of analytics wholesale, so for these users, the value of the Analytics product was zero.” Ketchum stated.
This mode, in beta version, allows you to adjust how Google labels and codes behave based on the consent status of your users. You can indicate whether consent has been granted for Analytics and Ads cookies. Google tags will dynamically adapt and They will only use cookies for the specified purposes when the user has given their consent.
Analysis in a future without cookies
Of course Google could not ignore the very near future as they are eliminated. The internet giant knows this will be the new normal, so it will rely on machine learning to fill in the data gaps.
“The norm is that we are going to have a mixed set of data: We will have event data, but not necessarily an associated user identifier. We will have gaps in the data, but as we move into the next year we will use machine learning models to support various modes of analysis in Google Analytics.”
The new Google Analytics will be the default when setting up a new property, however the old settings will still be available, but site owners are encouraged to run both property types and run them in parallel.
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