Google Analytics is one of the most used tools in the field of web tracking. Millions of companies already use the tool for their data analysis. The new update brings two major innovations that simplify the work with the tool and deal with current, as well as future data protection issues with foresight.
What can the new Google Analytics update do?
Machine learning now supports users of the tool significantly more in data evaluation and data control is improved or data gaps are intelligently plugged in the future. In addition, the software will be much more customer-focused.
Here are a few nice application examples of what this can do.
- For example, to better understand the customer lifecycle, Google has significantly simplified and reorganized reports. This makes the steps from acquisition to conversion and retention much more transparent and easier to track. You can use the acquisition report for this, as well as engagement and user retention.
- Automatic notifications now receive more information about trends in the data. This could be customer needs, specific patterns in usage, or customer retention information. Among other things, the churn probability can be determined here.
- The forecast metrics in the area of sales are particularly exciting. Among other things, the potential revenue of a specific user group can be forecast here. In other words, concrete assistance to improve the return on investment (ROI).
- The even stronger integration of Google Ads then also allows even more relevant content to be played out, based on insights from Google Analytics. This results in exciting new advertising opportunities.
How will Google Analytics handle data protection and cookies in the future?
With the new update comes more control options. Both in terms of collection and storage, as well as optimization in ads or limiting the data. If you use Google Chrome, you can conveniently prevent the storage of data with a plugin.
One area that is particularly exciting is one that keeps both customers and agencies very busy. The omitted data because of the new cookie rules. Google is working on modeling that will allow it to intelligently fill in data gaps. A necessary step, because depending on the cookie content tool and the number of users per month, a lot of data is omitted that companies and agencies need to optimize their advertising activities.
Is it possible to test the new Google Analytics update?
Google recommends creating a new Analytics 4 property and leaving your existing properties active. So you can still access your usual data, as well as test the new features of the new version.
Here is a video from Google itself on the subject: