Google Analytics, armed with four new features, looks to help brands improve marketing decisions

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 15, 2020, 9:50 AM UTC

The new Google Analytics introduced in beta last year uses the foundation of App+Web.

Google Analytics will now have four new features that provide marketers with data to improve ROI and make long-term decisions. The updated features include; smarter insights using machine learning to identify trends, deeper integration with Google Ads, customer-centric data measurement and granular data controls.

Smarter insight uses website data to identify products increasing in demand and helps marketers be proactive. With deeper Google Ads integration, marketers can measure interactions and have a more holistic view of conversions across the web and apps like YouTube video views.

Customer-centric measurement uses multiple identity spaces, like marketer-provided User IDs and allows marketers to see how consumers interact with a business. Marketers can use granular data controls to manage collected and retained data.

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