Google analytics (@googleanalytics) · twitter

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

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

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To help you get better ROI from your kinh doanh 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 khổng lồ automatically surface helpful insights and gives you a complete understanding of your customers across devices & platforms. It’s privacy-centric by kiến thiết, 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 sầu you the essential insights you need khổng lồ be ready for what’s next.

By applying Google’s advanced machine learning models, the new Analytics can automatically alert you to lớn 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 kinh doanh budgets are under pressure. We’re continuing to add new predictive metrics, lượt thích the potential revenue you could earn from a particular group of customers. This allows you lớn create audiences lớn reach higher value customers và run analyses to lớn better understvà why some customers are likely khổng lồ spover more than others, so you can take action to improve sầu your results.


With new integrations across Google’s sale products, it’s easy khổng lồ use what you learn lớn improve sầu 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 lớn engage with your business.

The new approach also makes it possible to lớn address longtime advertiser requests. Because the new Analytics can measure tiện ích và web interactions together, it can include conversions from YouTube engaged views that occur in-phầm mềm và on the website in reports. Seeing conversions from YouTube Clip views alongside conversions from Google and non-Google paid channels, & organic channels like Google Search, social, và email, helps you underst& the combined impact of all your kinh doanh efforts.


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

The new Analytics gives you customer-centric measurement, instead of measurement fragmented by device or by platsize. It uses multiple identity spaces, including marketer-provided User IDs and quality Google signals from users opted inlớn 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 website, then later install your app & make purchases there.

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You’ll also get a better understanding of your customers across their entire lifecycle, from acquisition to lớn conversion and retention. This is critical when people’s needs are rapidly changing và you have to make real-time decisions in order lớn win - and keep - new customers. Based on your feedbaông chồng, we simplified & re-organized reporting so you can intuitively find kinh doanh 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 và retention reports to understand the actions these customers take, & whether they stiông chồng around, after converting.


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, và changing công nghệ standards for user privacy. With a new approach lớn data controls, you can better manage how you collect, retain and use your Analytics data. More granular controls for ads personalization let you choose when lớn use your data to optimize your ads & when to lớn limit your data use khổng lồ measurement. And of course, we continue khổng lồ offer users control over sharing their activity with Google Analytics.

Because the công nghệ landscape continues khổng lồ evolve sầu, the new Analytics is designed to adapt lớn a future with or without cookies or identifiers. It uses a flexible approach to lớn measurement, và 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 kinh doanh results & meet customer needs now as you navigate the recovery & as you face uncertainty in the future.

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The new Google Analytics is now the mặc định 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 lớn 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 và benefit from the lademo 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, & will have more khổng lồ chia sẻ soon.

Chuyên mục: SEO