How Google Analytics’ Upgrade Simplifies User Journey Tracking

Google’s web analytics service platform, Google Analytics (GA) introduced an upgrade for their App + Web property feature on Dec. 19, 2019. As a result of this upgrade, digital businesses and GA admin can analyze multiple websites, receive custom analyses, and get faster insights from their data.

In this exclusive Martech Buzz conversation, Neha Bansal, Product Manager at Google Analytics, shares insights into how brands can better understand the customer journey across platforms with this new upgrade. She also explains how the new App + Web property delivers automated and custom insights.

Having built most of her career in analytics intelligence, Bansal leads Google’s artificial intelligence (AI) teams that convert data into actionable insights.

Here are some excerpts from this insightful conversation:

MarTech Advisor: Google Analytics recently announced the new App + Web property that enables brands to better understand the customer journey across platforms. What are the top 3 benefits that brands can experience from this upgrade?

Neha: There are numerous benefits from this new property, the top three being:

Unified app and web analytics: You can get a more unified picture of engagement across your app and website users. Now you can answer questions like: Which marketing channel is responsible for acquiring the newest users across your different platforms? How many conversions have occurred on your app and website in the last week and which platform is driving most of these conversions?
Flexible event model: Understanding how people engage with your app and website means that you need to measure a diverse range of user interactions like clicks, page views, app opens, and more. The new property type utilizes a more flexible event-based model for collecting the unique interactions that users have with your content, allowing you to measure any custom event that you set up. This event-based model also allows you to automate the manual work of tagging some of the events on your site with no additional coding required. For example, automatically measure page views, scrolls, downloads, video views and more with the flip of a toggle in the admin settings for your property.
More actionable insights with Google’s machine learning: Finally, App + Web properties are highly focused on using machine learning to make the user experience seamless. E.g. App + Web properties offer automated and custom insights that help reduce the analysis workload for marketers and analysts. And we’ve already launched the search experience within App + Web properties, which is more powerful than ever before!

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By: Neha Pradhan