This July we announceda new property type in Google Analytics that helps you measure across both your app and website in one place. The new App + Web property helps you better understand your customers’ journeys across platforms so you can deliver more unified experiences.
Recently, we’ve introduced enhancements that allow you to measure multiple websites, do even more custom analysis, and get faster insights from your data.
Measure multiple web streams in a single property
App + Web properties now support multiple web streams, including Firebase web apps, in a single property—up to 50 data streams across your apps, websites, and web apps. This allows you to see metrics aggregated across all your related apps and websites, or apply filters to compare them individually. For example, if you were an online retailer with multiple regional stores, you could see your total global sales for the month or compare the sales of each of your regional sites and apps.
More options for custom analysis
In July we introduced the Analysis module in App + Web properties with five techniques to do cross-platform analysis with more flexibility. Now, we’ve added two more techniques to the mix: cohort analysis and user lifetime, as well as an update to the existing pathing technique and a larger window for historical data.
Cohort analysis helps you compare engagement between groups of similar users with more metric and dimension breakdowns. For example, you can compare revenue between cohorts of users that were acquired at different times to understand the results of a change in your marketing strategy.
User lifetime gives you insight into the lifetime activity of a group of users, based on custom dimensions you choose. For example, see how many lifetime in-app purchases were made by users acquired from a holiday promotion you ran.
Backward pathing allows you to work backwards from a conversion or other key event and analyze the differences, trends, or patterns users took to get there. For example, you can start from a purchase event to see how many users that made a purchase entered the funnel from an email campaign to your website, compared to a search ad that deep-links to your app.
Data retention has now expanded to up to 14 months across all techniques within the Analysis module so you can conduct longer term analyses, like year-over-year. Go to data settings in your property admin to increase data retention.
App and web insights at your fingertips
Automated and custom insights, previously available only for web, are now in App + Web properties.
Automated insights use machine learning to identify key trends and anomalies in your data. For example, if there was an unusual spike in sales yesterday, you will get an alert of the change which you can then investigate. Automated insights get smarter and more relevant to your business over time.
Custom insights give you the control to tell Analytics what metrics you’d like to be alerted about. For example, if you are a retailer and you’ve just released a new product, you may want to track sales specifically for that SKU. You can set up a custom insight to alert you if the product’s sales increased by more than 10% week-over-week. These alerts can now be set up to run hourly, and you can receive email notifications within 5 minutes of a triggered alert.
Instant answers with search
When looking for specific insights in your Web properties you can simply ask a question in the search bar and get a quick answer. Today, we are extending this to App + Web properties, so you can ask questions and get holistic answers across your app and web data.
Ask questions using keywords, such as “users from organic channel last week,” and a relevant answer will appear in the search dropdown. Be specific about the metric, dimension, and time frame to get the best results.
Automated and custom insights, as well as instant answers from the search dropdown, are available in App + Web properties today in English and will soon be available in all languages supported by Google Analytics.
Next steps for App + Web properties
Businesses already see the benefits of bringing more of the customer journey into view. TUI group, a leading integrated tourism group based in Europe, is using App + Web properties to close the gap between their app and web data.
Previously we had been manually stitching together app and web sessions in order to generate customer behaviour insight and value our marketing investments; this release unifies that data to show the full path to conversion.
If you’re not already using the beta and your business is looking for a more complete view of how your customers engage across app and web, you can get started today by setting up a new property and linking your app and website.
by Russell Ketchum via The Keyword
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