Millions of companies, large and small, rely on Google Analytics to understand customer preferences and create better experiences for them. With more business moving online and companies under increasing pressure to make the best of marketing investments, information on digital analysis tools is even more critical.

But with major changes in consumer behaviour and privacy-driven changes to long-standing industry standards, current approaches to analysis are not keeping pace.

For this reason Google Analytics evolves, in the furrow of the smartest that is based on the foundations of the App+ Web properties introduced in beta version last year.

Google Analytics, smarter insights

By applying Google’s advanced machine learning models, the new Analytics can automatically alert an organization of significant trends in data, such as products that see an increasing demand due to new customer needs. It also helps anticipate future actions that customers could take. For example, Google Analytics calculates the probability of abandonment so that it can invest more efficiently in keeping customers at a time when marketing budgets are under pressure.

Google is continuing to add new predictive metrics, such as potential revenue from a particular group of customers. This allows you to create audience segments to reach higher value customers and perform analyses to better understand why some customers are likely to spend more than others, so you can act to improve results.

Deeper integration with Google Ads allows you to create audience segments that can reach customers with more relevant and useful experiences, wherever they choose to interact with your business.

The new approach also allows you to meet the long-standing demands of advertisers. Since the new Google Analytics can measure together the interactions between apps and webs, it can include in the reports conversions from the views involved in YouTube that occur in-app and on the Web.

Seeing conversions from YouTube video views along with Google’s pay-channel conversions and not Google and organic channels such as Google Search, social and email, helps you understand the combined impact of all marketing initiatives.

Understand how you interact with tasks

The new analytics offers customer-centered measurements, instead of fragmented measurements per device or platform. Use multiple identity spaces, including user IDs provided by marketing operators and unique Google signals from users who have activated ad customization, to provide a more comprehensive view of how customers interact with the activity.

For example, you can know if customers first discover an activity from an ad on the Web, then install the app later and make purchases through it.

Google Analytics also offers a better understanding of customers throughout their life cycle, from acquisition to conversion and loyalty.

This is crucial, since people’s needs change rapidly and companies need to make real-time decisions to conquer

Based on the feedback from the partners, Google has simplified and reorganized the relationships so that you can find intuitively in-depth marketing based on the part of the customer’s journey that interests you.

For example, Google Analytics allows you to observe which channels are leading new customers in the user acquisition report, so it uses engagement and loyalty reports to understand the actions undertaken by these customers and if they remain loyal after conversion.

As the technological landscape is constantly evolving, the new Analytics is designed to adapt to a future with or without cookies or identifiers. It uses a flexible measurement approach and will, in the future, include modelling to fill gaps where data could be incomplete.

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