>> OLIVER: Hi, everyone. Thanks for tuning in.
I’m Oliver, Google’s Global Head of Analytics Strategy.
Later, we’ll be joined by my colleague, Neha, from the Google Analytics Product Management team.
Today, we’ll talk about how the new Google Analytics will help you get the essential
insights you need to be ready for what’s next. Reliable measurement has never been more critical,
and more of a challenge, with many browsers changing the way they handle cookies,
the introduction of new industry regulations,
and rapidly evolving consumer behavior.
Adopting the latest measurement innovations will help you stay nimble in the face of these headwinds
while preserving your customers’ privacy and trust.
Like the new Google Analytics,
a reimagined Analytics experience that we have designed to be durable for the long term,
to enable you to develop a deep understanding of the customer journey and improve your
marketing ROI, all while being respectful of user privacy and users’ cookie consent preferences.
I speak to many customers, and it’s nice to see businesses of all sizes across the globe
are already using the new Google Analytics.
It’s an opportunity to take stock of your measurement today, to make changes
and invest in powerful, privacy-centric measurement for the future.
Like 412 Food Rescue, for example.
It’s a Pittsburgh-based nonprofit seeking to close the gap between food surplus and food insecurity.
They mobilize people in local communities to download their app and become Food Rescue Heroes,
delivering surplus food from shops and restaurants to those who need it.
Their team implemented the new Google Analytics to unify their data across their website and app
in one data set and better understand the path to becoming a volunteer on their platform.
With their web and app data now centralized in one place,
they’ve been able to improve their marketing to engage more people interested in supporting
their mission and become volunteers, all while cutting their team’s reporting time in half.
Let’s take a look.
>> LEAH: In the United States, we waste almost half our food supply.
Enough to feed everyone who is experiencing food insecurity 4 times over.
412 Food Rescue was founded in 2015 and is the first organization
that used the Food Rescue Hero app.
>> SARA: In order to recruit more volunteers,
we needed to understand where people were learning about 412 Food Rescue.
The information that we previously gathered was pretty time intensive,
because we’re pulling data from a number of different sources.
The new Google Analytics allows us to look at our data across platforms,
web, and app to understand the full journey of our users.
We’ve been able to cut our reporting time by 50%,
and it’s freed up our already limited staff to grow our strategy and increase our
activities throughout the community.
>> OLIVER: It’s great to hear that businesses are already getting value from the new Analytics,
but our work isn’t done.
Our team continues to build and launch many new features for the new experience.
Some of these improvements are similar to what you know from Universal Analytics,
but many are completely new and will take your insights and marketing work
much further from what you can do right now.
I’ll pass it off to Neha to show us some of the latest and upcoming product launches.
>> NEHA: Hi, everyone. I’m Neha, and I am a Product Manager for Google Analytics.
As Oliver mentioned, we are on a journey to build the future of Google Analytics to help you
generate important insights about your business that will empower
you to make the right marketing decisions.
That really starts with a reliable measurement foundation, which will work in
a future with or without cookies or identifiers.
In the keynote, you learned about how Google is helping advertisers preserve marketing measurement
while still respecting user consent choices.
A few months ago, we announced we would use machine learning to model conversions
in Google Ads to help fill in those gaps, so that you can continue to optimize performance.
Now, we are extending these models to Google Analytics 4 behavior reports
to help fill in the gaps where observed behavioral data is not available.
For example, when users do not consent to analytics cookie.
Modeled behavior reporting will be available in Analytics reports later this year.
Finally, for when you do have first-party data available, we are working on new ways to help
you connect user journeys with privacy-safe identifiers.
We will share more on this in the coming months.
As you continue both conversion and behavioral measurement in Analytics while respecting user
consent choices, you can take advantage of all the ways the new Analytics experience
helps improve your marketing ROI.
This starts with your advertising and attribution needs.
We know how critical it is as an advertiser to discover relevant insights
from your data, use it to power your campaigns, and measure the performance
of those efforts to make optimizations.
And yet, it’s cumbersome to do so: pulling data from disparate sources, trying to understand how
and where you can use that data in your campaigns, and ultimately juggling countless reports
just to see what’s working well and how you can better meet your business objectives.
To make your end-to-end workflows easier to navigate,
we are grouping together key use cases into modules.
The first to take advantage of the new, more modular Analytics is a radically
improved advertising experience.
The all-new Advertising Workspace is a single destination in the interface
that is easy to navigate and designed to quickly address everyday advertiser needs.
In the snapshot report, you can see relevant campaign and performance insights at a glance.
You will get automated insights proactively notifying you of things like important changes
in your campaigns, where the majority of your customers are converting from,
or what channel is performing the best that week.
This is especially helpful to save time digging through reports or catch an important insight when
you have a narrow window to make optimizations.
And, with a deeper integration with Google Ads and Google Analytics 4 properties,
you can utilize cross-platform and cross-device Analytics data to optimize your Google Ad
campaigns through bidding or remarketing.
Now, when you export conversion data from your Google Analytics 4 property,
you can select a data-driven attribution model in Google Ads to give attribution
credit to each step of your marketing funnel and use it for bidding.
We know how valuable it is to have Attribution reporting for your campaigns
directly within Analytics.
So, we are excited to bring new Attribution capabilities into the Advertising Workspace
in a few ways, beginning with reporting.
First, the Conversion Paths report.
Similar to multichannel funnels in previous versions of Analytics,
it allows you to see the customer journey by the channel from which they arrive to your site
or app through their path to conversion.
You can now see an all-new conversion credit by channel visualization that utilizes a multitouch
attribution model within the report to help you easily understand your ROI by channel.
Second, the Model Comparison report.
This report allows you to compare campaign performance using various attribution
models and assess how each impacts the value of your marketing channels so that you can determine
which model best suits the needs of your business.
And very soon, we will have data-driven attribution models reflected in all attribution reports,
allowing you to use Google’s machine learning to understand the contribution of each touchpoint
in your marketing funnel, right within the Analytics UI.
We will add more reports and tools to the Advertising Workspace over time,
so stay tuned for updates.
These are just some of the enhancements we are making to the out-of-the-box reporting
in Google Analytics 4 properties.
However, we know how important a tailored Analytics experience is to your time
savings and workflow efficiency.
We are investing in this need by bringing an entirely new class of
customization options to reporting.
Now, users with admin access have complete autonomy to customize the
Analytics reporting experience on behalf of their organization, and soon, for specific user roles,
taking the friction out of finding relevant reports and metrics for your organization.
That means you can design and curate the Analytics interface your teams work with every day,
based on their specific needs, including a custom left navigation, Custom Reports and overviews,
and in the future, a personalized homepage, making it easier and faster for you and your teams to
find what you’re looking for in your data.
Customized reporting options are available today to any user with admin access,
and all users have access to view customized reports.
Now that I’ve shared some of the latest innovations available and coming
to Google Analytics 4 properties,
I’m going to hand it back to Oliver to share some exciting news for enterprises.
>> OLIVER: Thank you, Neha.
Now, I’d like to share our plans for the new Analytics 360, our enterprise solution.
It’s built on the same foundation as the Google Analytics 4 property type.
But it’s made for larger enterprises that have more complex team structures and setups.
The new Analytics 360 is a flexible solution that can adapt to the way your teams work,
because it allows you to customize access to data based on job functions or locations.
It’s also a solution that grows with your business and allows you to process more data more quickly.
And you’ll get the peace of mind you want with advanced support and SLAs.
Finally, Analytics 360 lets you immediately apply the insights you get to your media buying.
It integrates with all of Google Marketing Platform, including Display & Video 360,
Search Ads 360, and Campaign Manager 360.
For example, you can use Analytics conversions and audiences
to inform your bidding and campaign strategies in Search Ads 360 and Display & Video 360.
The new Analytics 360 will be available later this year.
For existing customers, we really encourage you to use the new Analytics 360 alongside your existing
accounts, so you can compare the data and build up some data history before you switch completely.
The evolution of Google Analytics is a journey, and we want to bring you along
to ensure it’s a smooth transition and a great long-term investment for your business.
We have a wide range of Google Analytics users, so we know the newest version will not meet every
need or use case right away.
But we’re mindfully building a durable measurement foundation
to help you succeed for many years to come.
To get started today, just create a new Google Analytics 4 property, and add your data streams.
Thanks for watching!