Oct 15, 2020 14:24:00

Access analysis tool 'Google Analytics' has evolved through machine learning prediction and integration with Google Ads

Google

Analytics , a free analytics service provided by Google, is used by many companies and website operators. Google has released the latest version of Google Analytics, Google Analytics 4 , with features such as machine learning-based forecasting and integration with Google Ads.

The new Google Analytics will give you the essential insights you need to be ready for what's next.
https://blog.google/products/marketingplatform/analytics/new_google_analytics/

Meet Google Analytics 4: Google's vision for the future of analytics

https://searchengineland.com/google-analytics-4-adds-new-integrations-with-ads-ai-powered-insights-and-predictions-342048

Vidhya Srinivasan, vice president of measurement, analytics and purchasing platforms at Google, points out that insights from digital analytics tools are becoming increasingly important as more commerce moves online. On the other hand, Srinivasan says that changes in analytics tools have not kept pace with changes in consumer behavior and increasing efforts to protect user privacy.

Meanwhile, Google has introduced new Google Analytics in beta from 2019 with features such as machine learning-centered insights, integration with Google Ads, and support for enhanced privacy protection. Following the public release of this latest version under the name Google Analytics 4, Srinivasan describes a variety of features.

◆ 1: Insights and forecasts using new AI
By applying an advanced machine learning model, Google Analytics 4 automatically shows trends in data that are useful for business, such as 'products whose demand is expected to increase due to rising new needs' and 'forecast of future churn rate'. Will notify you. Srinivasan argued that this would allow them to enjoy the benefits of the business as a whole, understanding which customers should focus on and taking action to improve results.

In addition, a function that tells you about products that are in high demand based on machine learning has also been added to Google Ads.

Google added an insight page to Google Ads that tells us 'products that will be in high demand' --GIGAZINE

◆ 2: Tighter integration with Google Ads
For marketers, analytics and web advertising are both very important in online business. Google Analytics 4 seems to be integrating with Google Ads more than ever, and adjustments such as 'Do not redisplay ads for the same product to users who have already purchased the product on the website' are automatically possible It will be.

In addition, Google Analytics 4 can measure the interaction between the app and the web together, so it is possible to understand the engagement from the YouTube movie that occurs on the app and the web, and the conversion from channels such as Google search, SNS, and mail in a complex manner. It seems that you can do it.

◆ 3: Customer-centric report creation
The notable difference between Google Analytics and Google Analytics 4 so far is the way reports are organized. By using multiple identifiers, Google Analytics 4 provides customer-centric measurements rather than fragmented measurements by device or platform, Srinivasan said.

A long-term, customer-centric report that tells you how many of your customers who clicked on your ad on the web installed your app, identified the channels that helped you get new users, and the percentage of your customers staying after conversion , Google Analytics 4 can be created.

◆ 4: Tracking without additional code
Google Analytics 4 extends tracking without additional code to track actions such as page scrolling and video playback without marketers adding code or setting Google tags for event tracking.・ Can be measured.

◆ 5: Finer control of user data
Due to the growing movement to protect user privacy in recent years, Google Analytics 4 also has options to help advertisers comply with data protection regulations such as the

EU General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA). It is said that it is included. In addition to giving more control over user analysis, companies are now able to delete only the data they need without having to delete more data than they need in response to requests to delete collected data from users.

◆ 6: Analysis for the future without cookies
Google Analytics 4 is designed to adapt to cookie-free measurements as third-party cookies are being phased out due to the industry-wide trend towards increased privacy protection. To fill the data gap created by the abolition of cookies, Google plans to use a flexible approach using machine learning.