Martech: Martech is Marketing Logo
  • Topics
    Transformation
    Operations
    Data
    Experience
    Performance
    Management
    Special Reports
    All Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech
    Mission
    Team
    Newsletter
    Search Engine Land
    Third Door Media

Processing...Please wait.

MarTech » Data » Google introduces App + Web for unified reporting in Google Analytics

Google introduces App + Web for unified reporting in Google Analytics

The new capabilities let marketers look at customer data in more complete and flexible ways.

Greg Sterling on July 31, 2019 at 1:00 pm

The customer journey has become increasingly complex over time, with users often switching back and forth between desktop and mobile and various channels before buying. It is thus fairly challenging for marketers to gain an accurate and complete view of their customers’ paths to purchase.

Two great tastes. Google has historically had two separate tools for web and app analytics: Google Analytics and Google Analytics for Firebase, for mobile apps. Now the company is combining their capabilities in a new property that seeks to provide a more unified view of customer data: App + Web for Google Analytics.

Director of Product Management for Google Analytics, Jesse Savage, said that he hopes the new offering will help marketers and brands improve the customer experience by giving them “a single, consistent set of metrics for more integrated reporting and a more comprehensive view of the customer journey” (on Google properties). Starting today, App + Web will begin rolling out to all Google Analytics and Analytics 360 users for free.

Flexible reporting. Out of the box, it will offer a set of common events or actions that marketers can measure (e.g., clicks, video views, downloads, opens, etc.). But Savage said the tool is very flexible and can be customized according to the needs and specific requirements of the marketer.

Google points out the types of questions publishers and brands can now more easily answer with App + Web, including:

  • How many total users do we have regardless of the platform?
  • Where are the majority of conversions happening (web or app)?
  • Which marketing or advertising channel is most effect at driving new user acquisition?

Analysis module offers new ways to look at the data. A new Analysis module also enables users to look at customer data in various and flexible ways, outside of standardized reports. These include “Exploration,” which allows drag and drop data visualization, “Funnel” analysis to determine where customers are entering and leaving your properties and “Path Analysis,” which helps marketers better understand the steps along the customer journey and why users did or did not convert.

Google says that if customers are currently using Google Tag Manager or the global site tag, you don’t have to do any re-tagging to take advantage of App + Web analytics. But you’ll need to implement the Firebase SDK for your app if that’s not already the case.

Why we should care. It’s critical for brands and marketers to gain as complete an understanding of their customers’ behavior as possible. Of course, Google isn’t the only platform consumers use in making buying decisions. For marketers entirely focused on their apps, or for those who don’t have an app, the new capabilities won’t be particularly meaningful. But for those focused on both mobile apps and the web, the new App + Web capability offers much greater visibility and insight than Google Analytics and Google Analytics for Firebase each could on their own.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


New on MarTech

    Webinar: Overcome third-party data challenges for CX success

    Public wants to know where brands stand on issues, surveys show

    Why event technology is critical to marketing success

    HubSpot expands App Accelerator program internationally

    The power and limitations of universal IDs

About The Author

Greg Sterling
Greg Sterling is a Contributing Editor to Search Engine Land, a member of the programming team for SMX events and the VP, Market Insights at Uberall.

Related Topics

DataDigital TransformationMarketing AnalyticsPerformance Marketing

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS

June 7, 2022: Master Classes

September 28-29, 2022: Fall

Start Discovering Now: Spring

Learn More About Our MarTech Events

June 14-15, 2022: SMX Advanced (virtual)

November 14-15, 2022: SMX Next (virtual)

March 8-9, 2022: Master Classes (virtual)

Learn More About Our SMX Events

Webinars

Take a Crawl, Walk, Run Approach to Multi-Channel ABM

Content Comes First: Transform Your Operations With DAM

Dominate Your Competition with Google Auction Insights and Search Intelligence

See More Webinars

Intelligence Reports

Enterprise SEO Platforms: A Marketer’s Guide

Enterprise Identity Resolution Platforms

Email Marketing Platforms: A Marketer’s Guide

Enterprise Sales Enablement Platforms: A Marketer’s Guide

Enterprise Digital Experience Platforms: A Marketer’s Guide

Enterprise Call Analytics Platforms: A Marketer’s Guide

See More Intelligence Reports

White Papers

Reputation Management For Healthcare Organizations

Unlock the App Marketing Potential of QR Codes

Realising the power of virtual events for demand generation

The Progressive Marketer’s Ultimate Events Strategy 2022 Worksheet

CMO Guide: How to Plan Smart and Pivot Fast

See More Whitepapers

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.