New Features in Google Analytics Update

You might have noticed that Google Analytics layout and features have been changed recently. This is due to a new update by Google which is meant to help marketers in making decisions and receiving a higher ROI by implementing 4 key elements: 

  • Smarter insights that use machine learning to identify trends.
  • Deeper integration with Google Ads.
  • Customer-centric data measurement.
  • More granular data controls.

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Instead of measuring data fragmented by device or platform, Google Analytics 4th Version will use customer-centric measurements that allows marketers to understand how users interact and engage with their websites as well as their business

Google Analytics customer-centric measurement will use a wide range of identity spaces, such as marketer-provided User IDs and unique Google signals from users opted into ads personalisation.

This will provide a better understanding of a customers life cycle. For instance, how they found the business up until the point where they made a purchase. This is a huge factor as it assists you in finding new customers. 

Marketers will be able to analyse if customers came from ads or eslewhere on the web. 

Over the long-term, marketers can gain a better understanding of the entire customer lifecycle – from acquisition to conversion and retention.

Smarter Insights

Users on Google Analytics can now be alerted in regards to important data trends picked up by Google. For instance, Google Analytics can use website data to identify products rising in demand because of new customer needs. 

This new feature makes it a lot easier for marketers to stay on top of new trends as well as predicting customer behaviour, targeting them in a more effective manner.

Google has announced that soon more metrics will be added to further optimise this new feature. We will soon have the ability to estimate potential revenue achieved by a certain group of customers.

Deeper Google Ads Integration

Google has mentioned that with new integrations across Google’s marketing products, it’s easy to use what you learn to improve the ROI of your marketing. Google Analytics now enables you to create audiences that can reach your customers with more relevant, helpful experiences, wherever they choose to engage with your business. This is due to the deeper integration of Google Ads. 

Additionally Google Analytics now has the ability to measure interactions across the web and apps such as Youtube engaged views. 

Customer Centric Data

Instead of measuring data fragmented by device or platform, Google Analytics 4th Version will use customer-centric measurements that allows marketers to understand how users interact and engage with their websites as well as their business

Google Analytics customer-centric measurement will use a wide range of identity spaces, such as marketer-provided User IDs and unique Google signals from users opted into ads personalisation.

This will provide a better understanding of a customers life cycle. For instance, how they found the business up until the point where they made a purchase. This is a huge factor as it assists you in finding new customers. 

Marketers will be able to analyse if customers came from ads or elsewhere on the web. 

This will allow marketers to better plan campaigns and targeting factors as customer behaviour is rapidly changing. 

New Data Controls

Google has indicated that the newly updated Google Analytics is set to eventually adapt to work without cookies and identifiers. Google aims to cover the data gap using machine learning. This is due to Google wanting marketers to obtain only accurate data and customise their campaigns using data-driven signals.

Google has taken a complete new approach in regards to data controls while offering more granular data controls that marketers can use to manage how data is collected and retained. 

This update contains 3 main new features for data control. The first one being that users can control how they can collect, retain, and share their data. Number 2 being, marketers have the option to choose whether they want to use the data collected for ads personalisation. Lastly marketers will be able to erase collected data after sending a request to Google to do so.