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Google Analytics is receiving a significant update with new features designed to improve marketing decisions and improve ROI.
The key features available in the “new” Google Analytics are:
- Insights that use machine learning to identify trends
- Deeper integration with Google Ads
- Customer-centric data measurement
Machine Learning Insights
Google Analytics is now capable of alerting marketers to important data trends based on the company’s machine learning models. For example, Google Analytics can use website data to identify products rising in demand because of new customer needs. These capabilities can help marketers be proactive, as well as reactive, by predicting future actions customers may take.
Deeper Google Ads Integration
“With new integrations across Google’s marketing products, it’s easy to use what you learn to improve 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 engage with your business.”
Google Analytics now measures interactions across the web and apps, which means it can report on conversions such as YouTube engaged views that occur in-app and on the web. Marketers now have a more holistic view of their results with the ability to see conversions from YouTube video views, Google and non-Google paid channels, Google Search, social media, and email.
Google Analytics is changing so that analysis is not based on the device or platform being used, but buy the unique customer online. The new customer-centric measurement change is designed to give marketers a more complete view of how customers interact with a business. This allows marketers to see if customers first discovered a business from an ad on the web and later completed a purchase on the business’s app. Ultimately this provides marketers with a better understanding of the entire customer lifecycle – from acquisition to conversion and retention.
What does this mean for you?
As a marketer, business or website owner these changes allow you to gain deeper insights into your online success and will help you to strategize better in the future. The new sources of information will provide useful data that can impact your business in a positive way.