Google has unveiled a new version of Google Analytics, with “machine learning at its core” to present recent ways to observe and track input data trends, and aware marketers and business owners of new opportunities.
Enhanced trend monitoring is the input growth here – using Google’s evolving tools, the latest Analytics can automatically attentive users to significant changes in their data:
“Like products seeing growing demand because of new
customer requirements. It even helps you expect future performance your
customers may take it. For example, it calculates churn probability so you can
more efficiently invest in retaining customers at a moment when marketing
budgets are under pressure.”
Google has been recovering its data tracking within Analytics for some time, still providing natural language queries within its Analytics search options back in 2017 to create them further universally accessible. Most Analytics users even only use the tool to track website traffic and activity, more advanced reporting tools can present some powerful insight, mainly for eCommerce businesses and those looking to perform more activities online.
Which, in 2020, is most everyone?
Google’s also added the latest predictive metrics, including potential revenue you could earn from a particular collection of customers.
“This allows you to make audiences to achieve higher value customers and run analyses to get better understand why some customers are likely to spend more than others, so you can take action to get better your results.”
You can now also make audiences for Google Ads, based on your Analytics data, to reach more focused customer segments, aligning with trends, while users can also measure app and web interactions together, which means that you can observe conversions from, say, YouTube video views alongside conversions from Google Search, and Google Display campaigns.
You can also include organic channels, like Google Search, social, and email, within these comparisons, providing further insight into your broader marketing efforts.
Google says that it’s also simplified and efficient reporting so that users can find marketing insights based on what part of the customer journey they’re most interested in.
“For example, you can see what channels are driving new customers in the user acquisition report, and then use the engagement and retention reports to know the actions these customers take, and whether they stick about, after converting.”
That gives you more ways to dig into the data and perfect in on specific trends.
It’ll take some time to flesh out the value and utility of each of these new elements within your procedure. Google has effectively made it easier to attribute specific performance and impacts, which means that if you can assume what you want to know, Analytics will now be better able to connect the dots for you and present more valuable insight.
Google also notes that the new data points are considering to get used to a future with or without cookies or identifiers. Given better data instruction, tracking via cookies being phased-out, which means that businesses require the latest ways to monitor audience activity and attribute that to their efforts. The new Analytics tools could end up being key on this, with Google’s data collection tools able to attribute activity without the use of cookie tracking while still providing perfect, valuable insight.
It’s not easy to outline the complete value of these latest features, as they’ll come down to variable use cases, but they are most certainly value exploring, while it’s also value considering what information you require from your website data, and what you can use to maximize your campaigns.
Some of that determination expected come through experimentation, and by seeing what’s available, but the more you look, the more likely you are to find better value in the new Analytics options.