Google Analytics is a free data analysis tool created by Google to understand its customer base better. Today, almost all businesses have an online presence either through a website, blog, and many others. These businesses need to know details such as how much traffic they’re getting, how long consumers stay on the website, which links they click on while there, and many more.
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Although there are many affordable SEO services, Google Analytics has been the most used tool by businesses to gather this data and increase their ROI. However, some have complained about the tool lacking some critical features like machine learning and other automation capabilities. The good news is that Google heard the complaints and made the necessary changes. Some of the new features of Google Analytics include;
- Smarter marketing insights using machine learning
As a leader in machine learning, it is no surprise that Google has added this feature to the new Google Analytics tool. The machine learning feature automatically identifies trends in your data and notifies you about it. Additionally, it can predict customer behavior and actions. For example, you can know how much revenue to expect from a particular group of customers who visit your website. With this feature, Google Analytics has become more powerful and useful in helping you plan ahead.
- Deeper Integration with Google Ads
Google Analytics can now measure interactions across the internet, and other Google and non-Google paid platforms. For example, you can get a report on viewer engagement on your YouTube videos, email, and social media. Deeper integration with Google Ads allows you to create a custom audience, which helps you make more targeted ads and track their conversation rates across multiple platforms.
- Customer-centric measurements and customer cycle reports
Customer behavior and needs are continually changing. With Google Analytics, you can now get a full view of user behavior and engagement before purchasing. For example, you will know how the user landed on your website and their actions on the app or website before making a particular purchase. This is done using data from multiple identity spaces such as user IDs provided by businesses or clients who opt into personalized ads. Knowledge of such data can help you develop more relevant campaigns because you have a better idea of what is working and what is not.
- Granular data control
Data privacy has become necessary in the digital industry, and Google Analytics data control aims to help with that. Users have more control over how they collect, retain, and share their data. They also decide how to use the data and delete it if they don’t want to use it. With this added feature, there is a possibility of a future with limited cookies and identifiers.
It is important to note that Google Analytics 4 is the default tool being used today, meaning you will enjoy all the new features mentioned above. If you are not yet up to date, Google recommends adding the Google Analytics 4 property to your existing properties.