review what i'm really excited to share with all of you
is what's really new and exciting and why should you care about these new app and web
properties hey there measure geeks julian here back with another video today we have charles
farina from adsworth on the channel now charles has loads of experience with doing large scale
implementations of google analytics and he gets to consult with really the biggest clients out there
on the newest developments of the google marketing platform i talked to charles for an
upcoming event measure summit where he conducted a session on google analytics app plus web so
today you're going to hear a little part of his presentation where he specifically talks about
funnels and paths within apple's web but if you want to catch the whole session and many
others at measure summit 2020 just head over to measuresummit.com and sign up to your free ticket
all right we got lots to cover so let's dive into the measure summit session with charles farina
that's enough of the technical kind of overview what i'm really excited to share with all of you
is what's really new and exciting and why should you care about these new app and web properties
so what we're going to do now is i'm going to take you through everything that i think is new
and exciting and valuable in these new apple web properties so we're going to go over everything
from a perspective of what you don't have in google analytics today so first of all for
app plus web this solves one of the biggest pain points i've had with google analytics
forever if you've ever tried to create a funnel in the existing version of google analytics today
you probably quickly realize it's impossible existing ga just can't really create any funnels
in the standard version app plus web actually has new funnel capabilities that now everyone has
access to again for free everything i'm going to show you today is in the free standard version of
app plus web and even more so app plus web starts to take features that used to only be available
in the paid enterprise version of google analytics so google analytics 360 which is like 150 000 per
year now in app plus web they're actually giving you features which used to only be available in
in that version and this is one of those there's actually a feature in in analytics 360 called
advanced analysis and in there there's funnel capabilities so now in app plus web everyone has
access to these new funnel capabilities you can come into here create a funnel with any conditions
you want events page views interactions it's retroactive it's really flexible so regardless
of your use cases you can now create meaningful funnels that work on the fly for your use cases
in addition these funnels also contain features that aren't even available in that paid version
of google analytics today such as this trended funnel if you've ever tried to create a funnel
and you want to analyze how a funnel changes over time it can be really challenging to do that
with a view like this it's hard to consider how a date range affects funnels so this
new trended funnel will actually just allow you to change the visualization on the fly
and simply plot each step on a graph so now you can easily see as things start to change in
one of your steps of your funnel does it relate potentially to any of the other steps below and
these trended funnels are extremely easy way to do that in addition these funnels are really flexible
as i mentioned you can have open funnels or closed funnels so by simply selecting a box you can say
i want this funnel to be closed which means you require your users to enter on the first step
or you can select them to open where users can enter your funnel on any step
and then you can visualize how they're entering that funnel
now check this out another thing that google analytics has never really done a good job of is
time-based tracking let's say you're like a b2b website and you have a form
uh that you want users to fill to get access to content or let's say you're like a bank and you
have some sort of loan application and you want to figure how long it took them to start that form
and complete that form google analytics really only measures time in page views or sessions it
doesn't really do a good job of measuring time between custom things that start and end now
with app plus web they have a new concept called elapsed time so i can just select this and it'll
actually tell you easily how long it takes between each step of your funnel so regardless of what
you pick whether it's a page you or an event or some sort of custom interaction app plus web will
tell you exactly how long it takes your users to complete various actions and give you that insight
in addition these funnels also easily allow you to see what happens next so after users get to a
certain step in your funnel like maybe the add to cart step maybe the shipping step or maybe they're
watching the video on your website whatever your step in the funnel is if you wanted to know what
do they do next if they're not getting to the next step in that funnel you can just enable
this next action and then it'll show you what they did exactly after that step so again more
analysis friendly tools that we have here now as i mentioned over here this is this module called
advanced analysis and these are again it used to be a google analytics 360 only feature and in this
module it contains a set of advanced capabilities one of the ones again that's not even available in
analytics 360 today is better pathing so this is another thing that google analytics doesn't really
do a great job at which is helping you understand pathing and content or behavioral flows there are
these these flow reports in google analytics but usually they're sampled they're very rigid they're
just not flexible or really that useful so app plus web with google rebuilt pathing capabilities
so in here we have new pathing reports they're much more flexible we can easily click to see
where users go next we can look at events versus page views we can add different filters or
segments on this so we have a brand new way to do pathing which i'm really excited about this
is a huge improvement over the behavioral flows that we had in ga all right so there you have it
this was a sneak peek of the session with charles farina on app plus web he went actually way more
in depth and showed us many more features so if you are interested in seeing the whole session
you can sign up at measuresummit.com and get your free ticket for this event and we have way more
sessions from Simo Ahava to Krista Seiden, Brian Clifton and many others so don't miss out on
this event at summit 2020 hopefully i'll see you there and for now my name is Julian till next time