Google Analytics is a marketing tool for businesses to utilize in order to better understand customer preferences, and in turn, create an experience that caters to those preferences, so, here are:
Google analytics 4 New Features.
Google Analytics has received 4 new features that will allow for better marketing decision making, as well as improve ROI. The new available features include:
- Smarter insights that use machine learning to identify trends.
- Deeper integration with Google Ads.
- Customer-centric data measurement.
- More granular data controls.
Google’s announcement of their new features explains a study that shows how marketers are currently struggling to get an overall comprehensive view of customer insights, and how the updates will address these struggles.
Google Analytics is utilizing its existing learning models in order to alert marketers about important data trends, such as increases in product demand. Overtime, new predictive metrics will be added that can estimate potential revenue marketers can earn from target customers, which they can use as insight when trying to reach those customer groups.
Deeper Google Ads Integration
Using the data from insights and creating custom audiences is possible in Google Analytics because of a deeper integration with Google Ads. Google Analytics will now measure interactions across the web and apps, which means it can report conversations from YouTube videos, Google and non-Google paid channels, social media and email.
“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 customer-centric measurement uses multiple identity spaces such as marketer-provided User IDs from users opted into ads personalization. This means marketers can now see if customers discovered a business from an ad, and then made a conversion. This provides insight into the long-term understanding of customer lifecycle.
“Based on your feedback, we simplified and re-organized reporting so you can intuitively find marketing 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 and retention reports to understand the actions these customers take, and whether they stick around, after converting.”
Google Analytics has new data controls that marketers can utilize to better manage how data is collected and retained, as well as specify how data should be used for advertising.
“It uses a flexible approach to measurement, and 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 marketing results and meet customer needs now as you navigate the recovery and as you face uncertainty in the future."
We hope you find Google Analytics 4 new features helpful, and learn to take advantage of them!