Google Analytics (GA), Google’s web analytics service platform, introduced an upgrade for the App + Web Property feature on December 19, 2019. As a result of this upgrade, digital businesses and GA administrators can analyze multiple websites, get custom analytics, and get faster insights into their data.
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In this exclusive Martech Buzz conversation Neha Bansal, product manager at Google Analytics, provides insights on how brands can better understand the customer journey across platforms with this new upgrade. She also explains how the new App + Web feature provides automated and custom insights.
After building most of her career in analytics intelligence, Bansal leads Google’s artificial intelligence (AI) teams that turn data into actionable insights.
Here are some excerpts from this insightful conversation:
MarTech Advisor: Google Analytics recently announced The new App + Web feature that allows brands to better understand the customer journey across platforms. What are the top three benefits brands can get from this upgrade?
Neha: There are numerous advantages of this new property, the three most important are:
- Uniform app and web analysis: You can get a more consistent picture of your app and website user engagement. Now you can answer questions like: Which marketing channel is responsible for attracting the newest users on your different platforms? How many conversions have been made on your app and website in the past week and which platform are the most of those conversions being made on?
- Flexible event model: To understand how people interact with your app and website, you need to measure a wide variety of user interactions such as clicks, pageviews, app openings, and more. The new property type uses a more flexible event-based model to collect the unique interactions users have with your content so that you can measure any custom event you set up. This event-based model also lets you automate the manual work of tagging some events on your site without the need for additional coding. For example, automatically measure page views, scrolls, downloads, video views and more by toggling in the administrator settings for your property.
- More actionable insights with Google machine learning: Finally, the App + Web features have a strong focus on using machine learning to make the user experience seamless. For example, App + Web Properties provide automated and custom insights that help reduce the amount of analysis required for marketers and analysts. And we’ve already launched the search function in App + Web Properties, which is more powerful than ever!
Learn more: How to optimize paid search with Google Analytics
MarTech Advisor: How Does the New App + Web Feature Deliver Automated Insights and Custom Insights? Do users have to choose the metrics they need every time, or does machine learning play a role in memorizing and improving the results?
Neha: Good question! There are two types of insights: automated and custom.
Automated insights are generated by Google Analytics without the customer making any effort. Automated insights use machine learning to identify key trends and anomalies in your data. For example, if there was an unusual increase in sales yesterday, the customer will receive a notification of the change which they can then investigate. Automated insights get smarter and more relevant to the business over time, which improves results.
With custom insights, users can tell Analytics which metrics they want to be notified about. For example, if you’re a retailer and you’ve just released a new product, you might want to track sales specifically for that SKU. You can set up a custom insight to notify you when the product’s sales have increased by more than 10% week-to-week. These alerts can be set up to run at different frequencies, including hourly. You can receive email notifications within 5 minutes of an alert being triggered.
MarTech Advisor: What to Expect for App + Web Properties in Google Analytics in 2020 and Beyond?
Neha: There’s a lot that is coming soon for App + Web Properties. Last quarter we launched the functionality to enable multiple web streams. We added two new modules to the analytics (Cohort Analysis and User Lifetime Analysis), instant responses from the search bar, and custom and automated insights. Additionally, in 2020 we are focused on rolling out features that meet many advertiser use cases.
Learn more: Use the Google Analytics search bar for complex queries in 2020
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