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MATT WALTER: Welcome, everyone.
My name is Matt Walter, and I'm a product manager
for Google Analytics.
Thanks for joining today's session so
you can learn how to meet your business
objectives with automation in Google Analytics 4.
CARLY BODDY: And I'm Carly Boddy.
And we're excited to share what we've been working on
at this year's I/O.
MATT WALTER: We're going to start our journey
today by talking about Google Analytics 4
properties and the key role automation plays in Analytics,
and then spend some time walking through a couple of features
we've been developing to help developers
and marketers like you.
Now let's dive in.
Whether you're trying to turn your new game
into the next global sensation or your app is already
one of the most successful in the App Store,
Google Analytics helps all kinds of businesses
better understand their users with automation.
This means getting answers to your questions
in Google Analytics so that you can meet your business
objectives.
For example, how are people discovering your app?
Once they've downloaded it, what's keeping them engaged,
or where are they getting stuck?
Today, we will show you how we're
bringing Google's advanced automation technology
to help you get useful insights across web and app,
and take action faster than ever before so you can get answers
to your questions even before you've asked them.
For example, Analytics can proactively
notify you if a campaign is generating many sales.
Machine learning can also help you
predict which users will become customers in the near future
and create an audience list for you
to use in your acquisition campaigns.
To bring this to life, let's take a look
at what these new experiences actually
look like using the Google Merchandise Store, which
is a real e-commerce website that sells Google branded
merchandise, and is available publicly as a Google Analytics
demo account.
Let's first look at the new Google Analytics home
page, which uses Google automation to help
you complete the tasks you care about easier, faster,
and better.
The home page services information
that's relevant to you based on your use of Analytics,
providing more personalized content in your property
as you use the product.
You can access the home page by going
to Home in the left navigation.
Here is the new Google Analytics 4 home page.
One of the first things you'll see
is the Overview Card, which shows
metrics that are relevant to you,
with a trend line for each metric.
If you regularly look at the total revenue metric,
for example, Analytics adds a tab
to the Overview Card with how much
revenue changed in the last seven days.
This personalization helps you to see
the metrics you care about the most more easily and faster.
The Real Time Card shows activity
as it happens using data from the Real Time Report.
For example, the card designed with privacy principles top
of mind shows the number of users in the last 30 minutes
with various countries from which the activity originates.
This card is also personalized for you,
which helps you see the info that matters the most to you
faster and easier.
The Recently Viewed section provides links
to parts of an Analytics account that you visited most recently.
This saves you time by getting you back quickly to the work
you were doing in your previous session.
For example, if you recently viewed the BigQuery
linking page in Admin, the home page
includes a link to that specific Admin page.
The Frequently Viewed section shows cards
that you view often.
This acts as a bookmark and saves you extra clicks and time
to get you back faster to the reports you value the most.
For example, Analytics is displaying this User Activity
by Cohort Card, since I have regularly
viewed this card in the past.
Lastly, the Insights section shows
unexpected changes, emerging trends,
and other insights about your site and/or app.
For example, here you can see there
was an anomaly, where there were more actual users
than Analytics had forecasted.
Anomaly detection can help you more quickly identify
changes in data that may warrant further analysis and action.
By proactively surfacing these insights,
we save you time and effort so you
don't have to come up with these insights on your own.
Now that you've seen how the new home page works,
I'm going to hand things off to Carly
to show you how you can use predictive metrics in Google
Analytics to meet your business objectives.
Now over to you, Carly.
CARLY BODDY: Businesses are always
analyzing which marketing channels will help them acquire
new customers and top spenders.
With Google's machine learning models in Analytics,
Analytics can analyze your data and predict
future actions people may take.
These models were developed in line with Google AI principles,
and designed with privacy top of mind.
Today, I'm excited to share with you
the latest in predictive metrics and audiences in Google
Analytics 4.
Before, if you wanted to re-engage
with users who are likely to purchase,
you would make an audience of users
that had abandoned items in their shopping cart
in your merchandise store.
However, you would have had to wait until a user actually
met that criteria before you could re-engage them.
Now, you can help connect customers
with the products they want by enhancing your campaigns
with predictive audiences.
Google Analytics can forecast when
a customer is likely to purchase, and proactively
surface that information to you via prediction-based insights
cards.
Let's take a look.
In your Google Analytics 4 property,
navigate to the Insights section from the home page.
Here, in the Insights section, Google Analytics
will proactively and automatically surface insights
with the power of predictive metrics,
and prompt you to build an audience off of them.
In a Google Merchandise Store property,
we see Analytics has identified users
that are 7.6 times more likely to make a purchase
than all users on the website.
You can click the insight to instantly build
an audience using the purchase probability metric.
You'll be taken straight to the Audience Builder
to create an audience of people who
are likely to make a purchase in the next seven days, which
can then be used to reach users via a Google Ads campaign,
for example.
Purchase probability is just one of the predictive metrics
that we offer in Google Analytics 4.
Let's review the others that are available today.
The second metric, churn probability,
predicts how likely it is that recently active users will not
visit your app or site in the next seven days.
You can build an audience using the churn probability metric
to reach both likely seven-day churning users, as well
as seven-day churning purchasers, which is purchasers
that are not likely to visit your app or website again
in the next seven days.
You might reach out to a churning purchaser
with an upcoming sale or a coupon code
to encourage them to return to the site.
Lastly, the predictive revenue metric
predicts the revenue expected to come from all purchase
conversions within the next 28 days.
You can use this metric in our audience definition
to reach the set of users that will
drive the most revenue for your business over the next 28 days.
Let's dive into a demo and see how
we can leverage the power of these metrics
within the Audience Builder.
In Google Analytics 4, navigate to Configure, Audiences, New
Audience.
You'll see the predictive audience type
under Suggested Audiences.
In this section, you'll see all the options
for audiences built using predictive metrics.
Let's choose the predictive 28-day top spenders audience,
which is an audience of users who
are predicted to generate the most revenue in the next 28
days.
Once you've selected the audience,
you can additionally modify conditions
built for predictive metrics, offering you
even more flexibility to determine
the percentile range within which
users enter that audience.
When you're modifying a condition built
with a predictive metric, you now
see an interactive graph that explains
the tradeoffs between prediction precision
and the number of users that are included based
on that predictive metric.
For example, as you raise the lower bound of which users
are included, a more precise prediction,
you lower the number of users that can be included.
You can also set the membership duration here on the right.
Lastly, once saved, audiences are dynamically
synced with Google Ads.
As long as you have your project or property linked
to Google Ads, these audiences will
be available for simple activation
to reach these users via your Google Ads campaigns.
Today, Matt and I covered just a few
of the latest enhancements in Google Analytics 4,
including the new home page, predictions insights cards,
and a more powerful Audience Builder
with predictive audiences.
With these new tools and features
available with Google Analytics 4,
you have more automation than ever before
to help you reach your business objectives.
If you haven't already created and begun
using a Google Analytics 4 property,
get started today to take advantage
of all the new and upcoming innovations in Analytics.
Thanks for watching.
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