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Google Analytics Blog



The latest news, tips and resources straight from the Google Analytics team.



Updated: 2018-04-22T03:17:18.502-07:00

 



Introducing the Google Analytics Sample Dataset for BigQuery

2018-04-09T14:54:25.030-07:00

The Google Analytics 360 integration with Google BigQuery gives analysts the opportunity to glean new business insights by accessing session and hit level data and combining it with separate data sets. Organizations and developers can analyze unsampled analytics data in seconds through BigQuery, a web service that lets developers and businesses conduct interactive analysis of big data sets and tap into powerful data analytics.To help you learn or teach practical experience with analyzing analytics data in BigQuery, we are pleased to announce the availability of a Google Analytics sample dataset. This is accessible directly through the BigQuery interface. The dataset includes data from the Google Merchandise Store, an Ecommerce site that sells Google branded merchandise. The typical Google Analytics 360 data you would expect to see such as AdWords, Goals and Enhanced Ecommerce data can be queried. You can see the fields part of the export schema that you can query here.Google Analytics Sample Dataset for BigQueryWhen it comes to helping businesses ask advanced questions on unsampled Google Analytics data, we like to use BigQuery. Its fast and scalable for big data analytics. When providing trainings on the benefits of the Google Analytics 360 and BigQuery integration, there is nothing like having a high quality dataset with sufficient volume to be meaningful. That's why we are so pleased to see the public availability of a robust Google Analytics sample dataset with marketing and ecommerce data. Everyone can experience big data analytics!- Doug Hall, Director of Analytics, Conversion WorksSelf-Learning You can use the sample dataset to learn how granular information can be extracted from analytics data in BigQuery. We’ve created this guide to help you create queries to find answers to the following for the Google Merchandise Store:What is the average number of transactions per purchaser?What is the percentage of stock sold per product?What is the average bounce rate per marketing channel segmented by purchasers?What are the products purchased by customers who previously purchased a particular product?What is the average number of user interactions before a purchase?Education ProgramsIf you’re an educator trying to teach others to use BigQuery, then we encourage you to use the sample dataset as a tool. You can use it to create task based assessments and other learning materials for your students. We’ve started to do just that by integrating it into our education courses.The Analytics Academy provides an introduction to BigQuery in their Getting Started with Google Analytics 360 course. The Data Insights course by the Google Cloud team provides an in-depth look at BigQuery with practical exercises.Access the DatasetYou can learn more about the dataset including how to get access in this help article. If you need some help, please let us know through the Advertiser Community. Share any feature requests or ideas to make the dataset more useful. We hope the dataset gives you a practical way to learn about the benefits of analysing Google Analytics data in BigQuery.Happy analyzing!Posted by Deepak Aujla, Program Manager, Google Analytics Solutions [...]



Is Optimize set up correctly on your site? Let us double-check for you.

2018-03-29T20:51:22.397-07:00

Google Optimize helps businesses determine which website experiences work best for their customers. With easy-to-use A/B testing capabilities, marketers can use Optimize to create and launch a test in minutes — and manage the entire process on their own.

A/B testing with tools like Optimize drives results. In a recent survey, 72% of marketers found A/B testing to be a highly valuable method for improving conversion rates.

But we’ve heard from businesses that while testing in Optimize is easy, setting it up could be easier. 

Good news: We’re introducing a new feature that helps make sure Optimize is set up and working the way it’s supposed to.

Let Optimize double-check your code 


With Installation Diagnostics, Optimize will automatically alert and advise you on potential issues with your Optimize code each time you create a test. At a glance, you’ll see if your Optimize setup is correct and if you’re ready to run a test.

Let’s say you create a new page on your site but forget to add the Optimize code. Later, when you are creating a test for that page, Optimize will tell you that the necessary code isn’t installed. You’ll have the opportunity to fix the issue and then launch your test. Moving forward, you can be confident that your test results won’t be disrupted by an incorrect setup.

Optimize will alert you about other issues too - including if Google Analytics code isn’t installed on a page, or if an old version of Analytics code is installed. Then you can make changes to ensure you’ll be able to measure the performance of your experiment. Learn more.

Try it yourself 


Today’s top businesses are testing their way to success. They’re valuing data over opinions. They’re constantly learning — even from failures and mistakes. And they’re using their findings to improve the customer experience.

Whether your business is big, small, or somewhere in between, you can follow their lead. Try Optimize now and get ready to gain deep insights about your customers so you can enhance their web experiences like never before.

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Google Surveys goes global

2018-04-04T11:13:26.609-07:00

We're excited to announce that you can now survey people in over 50 countries around the globe with Google Surveys.

When we first launched Google Surveys in 2012 (we called ourselves Google Consumer Surveys back then), our goal was to put quality market research in the hands of businesses of all sizes. Market research was costly and time-consuming in those days, and that made it hard for many companies to make decisions based on what their customers were actually thinking.

Google Surveys made it easy to keep your finger on the pulse of your customers with fast, reliable insights from real people. Since then, we've continued making improvements to the product. We also launched Surveys 360, our enterprise version, with advanced targeting, reporting, and sharing features.

And now users of both versions can reach people in more than 50 countries. Wondering if your new product line should launch in Portugal? Stop guessing and find out. Lacking competitive intel in India? Not anymore. Trying to convince your boss that your idea is better? We can help with that.

"As a global company, we're especially excited about the targeting expansion to over 50 new countries. We'll be using Google Surveys to run consumer research and brand awareness studies in markets that have historically been difficult for researchers to access." 
Frank Kelly, SVP B2B, Lightspeed Research
These new targeting choices are available starting today. Hear more from our product team in this video:

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To learn more about the new country options, see our help center article.

Happy surveying!

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Tag Manager 360: From Approvals to Zones

2018-03-14T13:00:18.728-07:00

Whether you’re a small business with a single site or a large enterprise with many complex sites and apps, Google Tag Manager makes it easier to implement and maintain the tags for all your marketing and measurement tools.Over the past few years, we've continued to improve the core functionality of Tag Manager for all users while also introducing enterprise features for customers with more advanced needs.For Tag Manager 360 customers, we recently added Approvals functionality, enabling enterprise users to involve more stakeholders in the tagging process without needing to give them full Publish access.Submit Changes screen in Tag Manager 360 showing how users with Edit access can request approval.Using Approvals, you can limit select users to requesting approval for tagging changes. Then you can use the built-in commenting capability to work back and forth with them to get things just right. Today we’re excited to announce another new feature that gives you even more control over your tagging: Zones for Tag Manager 360!With Zones, you can give users access to publish certain types of tags on certain parts of your site. Zones work by letting you link additional containers within specified page boundaries.Zone configuration screen in Tag Manager 360 highlighting the steps of linking containers, defining zone boundaries, and optionally turning on type restrictions.When a page loads within the zone boundaries, any containers linked within the zone will load alongside your main container. For example, you could give your marketing team and agencies Publish access to their own containers, but limit them to only your marketing pages. This gives them the flexibility to manage their tagging independently and reduces work for admins and developers.For even more control, you can turn on Type Restrictions to choose what types of tags, triggers, and variables will work from containers within a zone.Type Restrictions for a Zone in Tag Manager 360 highlighting how individual tag types can be allowed or restricted.So, whether you’re making a few quick updates to who can publish which tags or building a comprehensive tagging plan for a network of global, regional, and local websites, Zones gives you more power and flexibility to set up the right tagging workflows for your organization.If you’re already a Tag Manager 360 customer, you’ll see a new Zones section in the left sidebar of your containers starting today. Visit our help center to learn more about Zones.Want to become a Tag Manager 360 customer? If you’re already a customer of another Google Analytics 360 Suite product, you can reach out to your Account Manager. If you’re brand new to the Analytics 360 Suite, visit our website to learn more.Posted by Scott Herman, Product Manager, Google Tag Manager [...]



New Analytics Academy course: Getting Started With Google Analytics 360

2018-03-14T10:00:48.984-07:00

Today, we are introducing a new course in Analytics Academy: Getting Started With Google Analytics 360.

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Krista Seiden and Ashish Vij Introduce Getting Started With Google Analytics 360 (Video)


In this course, you will join instructors Ashish Vij and Krista Seiden as you learn key Google Analytics 360 features such as Roll-Up Reporting, Custom Funnels, Unsampled Reports, and Custom Tables. You'll gain insight into how you can benefit from reporting with BigQuery and native integrations with DoubleClick products, and we will provide you with real-world examples to illustrate how you can leverage Analytics 360’s features and integrations to drive performance and achieve your business goals.

By participating in the course, you’ll learn how to:
  • Set up Roll-Up Reporting
  • Analyze customer journeys with Custom Funnels
  • Leverage Unsampled Reports and Custom Tables
  • Analyze big data with BigQuery Export
  • Evaluate marketing performance with DoubleClick reporting integrations
Sign up for Getting Started With Google Analytics 360 now and start learning today.

Happy analyzing!

Helen Huang & The Google Analytics Education Team
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More reasons to get started with Google Optimize

2018-03-01T11:19:25.974-08:00

With Google Optimize, we want to empower any sized business – big or small – to take steps to make their sites better. Since releasing Optimize last year, we’ve been able to help many businesses identify and provide better site experiences experiences to their users – for free. Today, we’re pleased to announce two new initiatives that will help businesses take even bigger steps when improving their sites.Higher experiment limit Many of our users have given us the feedback that the current limit of 3 simultaneous running experiments is too low. This limit forces them to make difficult tradeoffs about which tests and customer segments should be prioritized. To help address this, we will soon be increasing this limit to 5 experiments. We believe this will give you more opportunity to use Optimize across your entire site.New “Getting started with Google Optimize” video series For many, running website tests may appear to be a daunting task. To make things easier, for anyone completely new to testing or recently started using Optimize, we’ve created a “Getting started with Google Optimize” video series. This will help you start testing in no time. Plus, you can watch the entire series in less than 15 minutes! Optimize Overview: Quick primer on what Optimize is and how it can help you allowfullscreen="" class="YOUTUBE-iframe-video" data-thumbnail-src="https://i.ytimg.com/vi/1bkpuvyW_48/0.jpg" frameborder="0" height="315" src="https://www.youtube.com/embed/1bkpuvyW_48?feature=player_embedded" width="560">Set up your account: Shows you how to link to Google Analytics and get your site ready to run tests  allowfullscreen="" class="YOUTUBE-iframe-video" data-thumbnail-src="https://i.ytimg.com/vi/NCg6VxtKN0c/0.jpg" frameborder="0" height="315" src="https://www.youtube.com/embed/NCg6VxtKN0c?feature=player_embedded" width="560">Create your first experiment: Use the Optimize editor to change your site without writing any code  allowfullscreen="" class="YOUTUBE-iframe-video" data-thumbnail-src="https://i.ytimg.com/vi/-RzATr0usnE/0.jpg" frameborder="0" height="315" src="https://www.youtube.com/embed/-RzATr0usnE?feature=player_embedded" width="560">Understanding your results: See how Optimize clearly tells you which changes worked best allowfullscreen="" class="YOUTUBE-iframe-video" data-thumbnail-src="https://i.ytimg.com/vi/sZ9VWhKgKVI/0.jpg" frameborder="0" height="315" src="https://www.youtube.com/embed/sZ9VWhKgKVI?feature=player_embedded" width="560">Once you’re done watching the video series, be sure to create an Optimize account, if you don’t already have one.We hope you like these changes. Stay tuned, because there are more improvements coming! Posted by Rotimi Iziduh, Product Manager, Google Optimize [...]



Richer Google Analytics User Management

2018-02-28T09:30:07.123-08:00

Today we are introducing more powerful ways to manage access to your Analytics accounts: user groups inside Google Analytics, and enforceable user policies. These new features increase your ability to tightly manage who has access to your data, and amplify the impact of the user management features we launched last year.User GroupsUser groups can now be created from and used within Google Analytics, simplifying user management across teams of people. This is a big time saver if you find yourself repeatedly giving out similar permissions to many people, and simplifies granting permissions as individuals rotate into or out of a team.To start with user groups, visit either Suite Home or Google Analytics, navigate to the user management section, and click the “+” button. You will then see an option to add new groups, which will walk you through creating a user group, adding people to it, and assigning permissions to the group. Here is a full list of steps to make a user group.Google Analytics User Management page highlighting the new option to create a user groupEnforced User PoliciesGoogle Analytics 360 Suite user policies let you define which users will have access to your Analytics accounts, and which do not. When a user violates a policy, you will be warned of this through the user management section in Google Analytics or Suite Home and have the option to remove that user from your organization.We have enhanced these policies so you can choose to block policy-violating users from being added to your Analytics accounts. While policies aren’t enforced by default, you have the option to block violator additions.  When you create or edit your organization’s user policy, you will see a toggle switch like the one below:User policy setup showcasing the new enforced policy optionUser groups and enforced user policies are supported in Google Analytics today, and support for more products is coming, as we continue to plan features that help customers better manage access to their critical business data.Posted by Matt Matyas, Product Manager Google Analytics 360 Suite [...]



Lessons from leaders: A data-driven approach helps deliver engaging, relevant messages

2018-02-22T15:27:04.806-08:00

As marketers, we know how important it is to understand our customers and reach them at just the right moment. We also know that consumers have more control of their digital environments than ever — and that they expect us to consistently make recommendations in line with their interests, personalities, and behaviors.1 So how can we regularly communicate in a relevant way with all of our customers?According to our new report on MIT Sloan Management Review, success starts with a strategy that’s backed by data. In the report, The Data-Driven Transformation, we speak with marketing leaders from Bayer, Tapestry Inc. (the parent brand for Coach, kate spade new york, and Stuart Weitzman), and Sprint. They open up with first-hand insights about transforming their teams to be more efficient, accurate, and agile. Here’s a few key insights from the research — and some words of wisdom from these top analytics pros. Move toward a unified technology stack — and educate as you goA recent study by the Association of National Advertisers showed that top marketing performers are the same companies that spend the most money on marketing technology.2 In many ways, their investments are paying off, but for those still using separate solutions for separate channels, there’s greater potential. Unifying their tech under a single, shared system could bring fuller, more tailored consumer insights — not to mention an easier way to evaluate what’s working and what’s not.Jeff Rasp, director of digital strategy for Bayer’s Consumer Health division, did just that, helping reimagine his team’s approach to data. He oversaw the creation of a new marketing insights platform to consolidate data under a single customer ID, and also helped build the company’s first attribution model to evaluate their success. Assemble teams with the analytics skills to uncover actionable insightsTo deliver the right messages at the right times, marketing organizations need data scientists, mobile developers, and other data professionals. For Rob Roy, chief digital officer at Sprint, that meant building a new in-house analytics team to take operations over from external partners. “We needed to get the right people who know how to build the architecture to house all the data,” Roy explains. Once he found them, Sprint worked to integrate data across channels — from web and social media to retail and display — allowing the team more advanced customer segmentation capabilities.Encourage collaboration across teamsA recent McKinsey study showed that 51% of top-performing marketers were part of a networked organization — one where cross-functional teams come together as needed. Parinaz Vahabzadeh, VP of global data labs at Tapestry, is one leader who’s made sure her team collaborates as a single unit.“Our mandate is to democratize the data,” explains Vahabzadeh. “As a small, centralized team, we need to find ways to focus on the most impactful projects and also enable the broader teams to run analytics independently.”Find out moreWant the full stories behind how these three brands are reimagining what they can do with data to reach their customers in relevant ways? Download the full report to learn more. 1-2 MIT SMR Custom Studio/Google, “The Data Driven Transformation,” January 2018Posted by Matt Earp, Content Marketing Strategist, Google Analytics team [...]



Test and Build for Mobile with Google Optimize

2018-02-20T08:00:24.062-08:00

From buying new shoes to booking weekend getaways, mobile can make life more convenient for consumers — and create big wins for marketers. While 40% of consumers will leave a web page that takes longer than three seconds to load, 89% of people are likely to recommend a brand after a positive brand experience on mobile.1 That's why getting your mobile site in shape is more important than ever.To create the seamless and responsive mobile site that consumers expect, you need the right tools, like Google Optimize. Optimize makes it easy to test different elements of your site to find the winning combination for the best mobile site possible. Now it’s even easier with our new responsive visual editor – and be sure to read on and learn how two of our clients found mobile success with Optimize 360, our enterprise version. New! Preview your mobile site on any screen size While almost everyone has a mobile device, there are so many variations and screen sizes that it’s hard to take a one-size-fits-all approach to optimizing your mobile site. Now, once you’ve created your test page, you can use the new responsive editor to immediately preview what it looks like on any screen size. Or, if you want to see how it appears on a specific device, like a Nexus 7 or iPad, we’ve added more devices that you can select to preview. Learn more about the visual editor here. Turn ideas to tests quickly The responsive visual editor in Optimize is just one solution to help marketers succeed on mobile. Our enterprise version, Optimize 360, makes it easy to make improvements to mobile sites efficiently and rapidly.Dutch airline carrier Transavia Airlines turned to Optimize 360 to try out different ideas on its mobile site. In fact, the team runs about 10 A/B tests each month on the site, all without having to spend significant time or effort. And the best part? Time spent on analyzing the success of site tests has fallen by 50%. This allows Transavia to focus more on testing to improve its mobile site. Learn more in the full case study. The path to mobile excellence starts with the customer journey Need some help determining what should test on your mobile site? Google Analytics 360 is a great place to start. You’ll be able to analyze any customer interaction, from search to checkout, to figure out which points of your purchase process need help. Then, once you’ve determined where your site needs work, using Optimize 360 to take action is simple, since it’s natively integrated with Analytics 360.This is exactly how fashion retailer Mango used Analytics 360 and Optimize 360 to tackle its mobile site: After discovering that mobile visits to its online store had skyrocketed 50% year over year, Mango decided to dig a little deeper. In Analytics 360 Mango discovered that while many consumers browsed product listing pages, few were taking the next step to add products to their shopping cart. To reduce steps to checkout, Mango used Optimize 360 to include an “Add” button to product listing pages. This increased the number of users adding products to their carts by 49%. Find out more in the full case study. Ready to optimize your own mobile site? Start testing new mobile experiences with the responsive visual editor in Optimize. This update is one that can help marketers do more on mobile — because whether it’s changing a button or fine-tuning a homepage with quick A/B tests, we’ve learned that small tweaks can make a big impact.And, if you haven’t already, sign up for a free Optimize account and give it a try.1 Google / Purchased: "How Brand Experiences Inspire Consumer Action" April 2017. US Smartphone Owners 18+ = 2010, Brand Experiences = 17,726. Posted by Tiffany Siu, Product Marketing Manager, Google Optimize [...]



Integration of Salesforce Sales Cloud to Google Analytics 360 is now available

2018-01-17T06:00:34.049-08:00

In November we announced a partnership with Salesforce, including a plan to build new integrations between Google Analytics 360, Salesforce Sales Cloud and Salesforce Marketing Cloud, seamlessly connecting sales, marketing and advertising data for the first time. Today we're introducing the first of these integrations: sales pipeline data from Sales Cloud (e.g. leads, opportunities) can now be imported directly into Analytics 360, so any marketer in a business that manages leads can see a more complete view of the customer’s path to conversion and quickly take action to engage them at the right moment. Enterprises such as Rackspace and Carbonite are already benefiting from this integration, saving hours piecing together data and reaching new, more valuable audiences. A complete view of the customer journeyWe often hear from marketers how difficult it is to connect online and offline customer interactions in order to see a complete view of a customer’s journey — and they also tell us how helpful it would be if they could do it successfully. Good news: with the turnkey integration between Sales Cloud and Analytics 360, marketers can now easily combine offline sales data with their digital analytics data so they can see a complete view of the conversion funnel. This opens up new ways to understand how customers engage with brands and how marketing programs perform. For example, marketers can explore the relationship between the traffic source for online leads (e.g. organic search vs. paid search vs. email) and the quality of those leads, as measured by how they progress through the sales pipeline. Example of a report in Google Analytics 360 showing the relationship between the traffic source for online leads and the progression of those leads through the sales pipeline, as tracked in SalesforceWith the built-in connection between Analytics 360 and BigQuery, Google Cloud's enterprise data warehouse, marketers can also easily move Sales Cloud data from Analytics 360 into Google Cloud to join it with other datasets and unlock BigQuery's powerful set of tools for identifying insights. Better marketing outcomesMore visibility into the customer journey is great — but the real value comes from being able to take action. For example, if one source of site traffic consistently delivers leads that are higher quality than another source, budget can be shifted to drive more of the better traffic. The built-in connections between Analytics 360 and Google’s media buying platforms offer additional ways to find new customers and drive incremental revenue. Marketers can use the tools in AdWords and DoubleClick Search to optimize their bidding on search ads based on the goal of actual sales (offline conversions tracked in Salesforce) rather than just basic website leads. Or they can create an audience list in Analytics 360 of qualified leads from Sales Cloud and use AdWords or DoubleClick Bid Manager so their display ads reach people with similar characteristics. “People are doing backflips over this”Rackspace® is a provider of managed cloud services that relies heavily on digital marketing channels to capture interest from potential customers and drive new business. Rackspace has been beta testing the Sales Cloud to Analytics 360 integration and the team has already seen significant benefits from connecting their sales pipeline reporting to their digital marketing analytics. “Being able to easily see our sales pipeline data in Google Analytics and get complete funnel reports with no manual work has been a game changer. We’re now able to quickly diagnose changes in lead volume and quality, and trace them back to our marketing investments in a way that was not possible before. We’re getting better insights into our marketing performance and getting those insights much more quickl[...]



How to Turn Your Team’s Data Curiosity into Results

2017-12-20T09:21:40.988-08:00

As a data expert, you know that most great ideas don’t strike like a bolt of lightning. They start with something slower: simple curiosity. They grow from “what if” to the seeds of an idea and, if you’re lucky, into some big next steps.Many people on your team might also have these “what if” ideas too. For example, maybe they’ve got an insight about how to optimize your marketing plans and drive better results. But they might need a little nudge to turn those ideas into something bigger. For your organization to consistently get from insight to action, it’s important to give people at all levels the skills and training they need to explore their hunches using data. After all, you never know where your company’s next great idea might come from.Here are three ways you can spread your data expertise to others, helping people beyond just a small team of go-to analytics experts.1. Make training a priorityBy analyzing the data that drives your business, anyone on your team can uncover how, when, and where consumers interact with your brand. That helps spread a deeper understanding of the customer journey throughout your organization. But to get there, you’ll need support to make data and analytics a priority — from the top down. In a recent study conducted by Google and Econsultancy, nearly two-thirds of leading organizations said that their executives treat data-driven insights as more valuable than gut instinct.1One way to have an impact? Help executives create a training plan by determining what your team needs to know in order to analyze the data they’ve collected. By identifying the gaps between what they already know and what they still need to learn, you’ll have the insights you need to provide your team with the right level of training. Once you run a training session, record it and keep it online for later use, and share it with anyone who couldn’t make the meeting.2. Share your successIf you’re a go-to data expert on your team, sharing your success is one of the most powerful tools you have to spread data literacy. Look for time to recap the results of a recent A/B test and show your team members how you achieved results. That will get them excited about what they can do with data. Also, don’t be shy — at every opportunity, recognize and reward others you see using data effectively. This helps build enthusiasm. Finally, use your knowledge and demonstrate proven business results to communicate what data can do.As an analyst, you may even want to start thinking of your role in a new light. Analysts don’t just pull reports — they weave data narratives and interpret how data influences business results. That brings data to life and shows its value to the whole team. By sharing openly, you’ll give colleagues the tools they need to answer burning questions or dig deeper into their own hypotheses.Looking for more ways to turn everyone one your team into a data-savvy marketer? We put together an infographic with 5 key steps to help get you there.3. Work together across teamsWhile it might be tempting to use your data powers to make your own team shine, data is actually better when it’s used across teams. In fact, marketing leaders are 1.6X as likely as their mainstream counterparts to strongly agree that open access to data leads to higher business performance.2You can take it one step further. Use your expertise to create and share easy-to-understand data reports outside your team. It’s a great way to help beginners make sense of recommendations and insights, and to get an idea for productive ways to use them.When sharing your data, make sure it’s organized and easy for all teams to access and understand. Include clear definitions and common metrics so that everyone is on the same page. To go above and beyond,[...]



New ways to measure your users in Google Analytics

2017-12-14T08:00:34.903-08:00

Almost 90% of marketing executives say that understanding user journeys across channels and devices is critical to marketing success.1Today's customers have incredibly high expectations for personalized and relevant experiences from brands. That's why Google Analytics keeps working to better measure the full customer journey in all its complexity.Let's look at four new Analytics features that are all about helping businesses understand users so they can deliver more personalized site experiences.Focus on your users in reporting Analytics standard reports have been updated to focus on your users. User metrics are an essential way to understand engagement with your customers, especially those who may have multiple sessions across multiple days.With our updated standard reporting, you can see immediately, for instance, how many users are coming to your site from paid search ― in addition to seeing the number of sessions. Users are now included in Analytics standard reports.To enable this update, sign in to your account and go to Admin > Property Settings and then choose the toggle switch labeled Enable Users In Reporting.For other ways to analyze by user, try existing reports like Active Users, Cohort Analysis, and Lifetime Value. In case you're wondering, session metrics will continue to be available in standard reporting ― that's not changing. Learn more about audience reports.Measure lifetime metrics and dimensions for every user Another tool that marketers can use to analyze visitors on an individual level is User Explorer. And now we've added something new: lifetime metrics and dimensions for individual users (based on the lifetime of their cookie). These new metrics and dimensions will give Analytics users a much more detailed way to measure visitors and customers.New lifetime metrics and dimensions for individual users in User Explorer.For example, you can look back and see the total amount of time an individual user has spent or the total number of transactions an individual user has made on your website. You'll also see new dimensions that show data such as when a user made their first visit to your site and which channel acquired them.The new lifetime metrics and dimensions are already available in your Analytics account. Learn more about User Explorer.Audiences in reporting For marketers who live and breathe audiences ― which is most of us ― the breathing just got easier. We've added the option to publish any audience to a new report in Analytics that should help make every audience easier to understand. Publish your audiences into Analytics and then view reporting in the Audiences report. You can now go to the new Audiences report and see a cross-channel view of the audiences you’ve created in Analytics. This is a change from the past, where you could create audiences in Analytics and export those audiences to other products like AdWords, but you weren’t able to publish audiences to Analytics for reporting.For instance, you might decide to publish an audience to Analytics so that you can see all users who have purchased within the last 12 months but not during the last 2.You can find the new Audience report in your Analytics account. Learn more about Audiences in reporting.Reach users most likely to convert  Meet our newest metric: Conversion Probability. It takes user-based metrics one step further to show you just what the name suggests: the probability that a given user will convert in the future. The calculation is based on a machine learning model that learns from users who have made transactions in the past. The advantages are clear: Marketers can create remarketing lists that target users who have a high likelihood to purchase and then reach those users through either a[...]



Your Marketing Data Has a Story to Tell — Are You Listening?

2017-12-12T17:12:34.864-08:00

The old cliché says every picture tells a story. The question is — do you have a complete picture of your customer? And do you really hear all the stories they’re telling? Today’s consumers use many different devices, and there’s new channels to listen to every year. It can seem like a lot, but it gives marketers an opportunity to use data analytics to gain a deeper understanding into their audiences if they learn to keep their ears out.In Why a Data and Analytics Strategy Today Gives Marketers an Advantage Tomorrow, Matt Lawson, Google marketing director, and Shuba Srinivasan, a Boston University business professor, look at the ways in which it’s more important than ever for businesses to embrace data analytics. For companies of all sizes, the time is now: With the right tools, strategy, and outlook, your organization can turn noisy data into a symphony of insights.“We live in an always-on world. That’s an enormous challenge for marketing organizations, but one with a huge upside if they can turn data into insight,” explains Srinivasan, Adele and Norman Barron Professor of Management at the Boston University Questrom School of Business.The article explores ways that companies can build stronger data strategies to navigate today’s digital landscape. Some key topics include:How analytics reveal the ways customers move between devices and channelsHow to work across teams to build a cohesive cross-channel strategyThe advantages of integrating your marketing and advertising technology stackHow to identify and break down data silosAll of these points are worth a deeper dive, but they boil down to one message: You need to listen to what your data’s telling you. Analytics isn’t a spectator sport, where you can watch from the sidelines as your team plays ball. To be successful, you need to be in the mix, applying data-driven principles to what you do every day.It’s not as hard as it sounds. Get back to basics and use the scientific method: Make an educated guess, run a test, and hear what the data says. Starting with the team leader, if the entire team can become comfortable with data-backed trial and error, you’ll see real results.Want to see the many ways shared data can provide insights and boost the performance of your business? Download The Data-Driven Marketer's Strategic Playbook.Posted by Matt Earp, Content Marketing Strategist, Google Analytics team [...]



Marketer questions answered: Econsultancy and Google on how to better use data

2017-12-07T12:01:37.738-08:00

Q&A with Econsultancy’s Stefan Tornquist and Google’s Casey Carey“How can I put data at the center of my organization’s marketing strategy? Which teams need access to that data? And how should I train them to use it successfully?”On Nov. 15, we hosted a webinar with Econsultancy to answer questions like these and discuss our recent joint survey of over 700 marketing leaders about how they’re using data to stay ahead in their fields. Casey Carey, Director of Platforms Marketing at Google, and Stefan Tornquist, Vice President of Research at Econsultancy, walked through the results, revealing some fascinating takeaways.Topics included everything from key skills and training to best practices in data-driven decision-making. One standout lesson? Teams across companies are focused on tying their data and analytics to business outcomes.After the talk, listeners shared a number of follow-up questions for Casey and Stefan. Below, we’ve rounded up some of the most intriguing answers. Interested in the bigger picture? Check out the full webinar along with Q&A here: 7 ways marketing leaders use data to deliver better customer experiences. 1. What are the first steps marketing teams should take when they begin using multi-touch or data-driven attribution?Casey: First and foremost, attribution is a big data problem. Going into an attribution project, job one is to get your data house in order. Connect all your campaigns, prospective customer touchpoints, and conversion events; start establishing a taxonomy for naming channels, placements, sites, and so on.Second, you have to reckon with the real organizational and cultural impacts of moving to an attribution model. Companies tend to be organized in channel silos. So when you begin looking at performance across channels to find the optimal mix, you have to break down those barriers. Your executive leadership has to sponsor that, and your teams have to be willing to make the necessary changes.2. What types of training typically help people in marketing get over the “I’m not an analyst, that’s not my job” attitude and use more data?Stefan: Many companies see training as either a technical discipline or an employee benefit, and one that comes at a cost. But with marketing becoming more sophisticated and technical, you need an ongoing training program for marketers that includes a foundation in statistics and in analytical practices and thinking, as well as core finance and business knowledge. You also need to provide training on the technologies themselves.In our own research, we’ve seen that when they’re given the right training, marketers become more effective, stay in the organization longer, and are more likely to be promoted.(For more on training to use data, check out How to make everyone on your team a data-savvy marketer.)3. What are some of the critical skill sets needed to lead this type of transformation and generate buy-in?Stefan: There’s a close association between marketing and analytics on the one hand and the business outcomes on the other. Leaders of a targeted transformation to data-driven marketing need to understand – and show that they understand – the business’s larger goals and issues. They need to connect abstract principles of analytics to practical outcomes and business KPIs – to close the gap between data and insights. They need to show how practical insights have actually been data-driven, how data gets you real answers that contribute to the business.4. How can vendors and consultants help companies get the right resources and institute the organizational changes that are needed for success?Casey: Sometimes a vendor’s goal when they make a sale is to minimize the im[...]



Get the most out of Data Studio Community Connectors

2018-01-29T15:49:32.542-08:00

Data Studio Community Connectors enable direct connections from Data Studio to any internet accessible data source. Anyone can build their own Community Connector or use any available ones. Try out the new Community Connectors in the gallery We have recently added additional Community Connectors to the Data Studio Community Connector gallery from developers including: DataWorx, Digital Inspiration, G4interactive, Kevpedia, Marketing Miner, MarketLytics, Mito, Power My Analytics, ReportGarden, and Supermetrics. These connectors will let you access data from additional external sources, leveraging Data Studio as a free and powerful reporting and analysis solution. You can now use more than 50 Community Connectors from within the Gallery to access all your data. Try out these free Community Connectors: Salesforce, Twitter, Facebook Marketing. Find the connector you need In the Data Studio Community Connector gallery, it is possible for multiple connectors to connect to the same data source. There are also instances where a single connector can connect to multiple data sources. To help users find the connector they need, we have added the Data Sources page where you can search for Data Sources and see what connectors are available to use. The connector list includes native connectors in Data Studio as well as verified and Open Source Community Connectors. You can directly use the connectors by clicking the direct links on the Data Sources page. Vote for your data source If your data source is not available to use through any existing connector, you can Vote for your data source. This will let developers know which Data Sources are most in demand. Developers should also let us know which Community Connector you are building. We will use this information to update the Data Sources page. Tell us your story If you have any interesting connector stories, ideas, or if you’d like to share some amazing reports you’ve created using Community Connectors please let us know by giving us a shout or send us your story at community-connector-feedback@google.com. Posted by Minhaz Kazi, Data Studio Developer Relations Team [...]



Google Analytics for Firebase: New Look and New Features

2017-11-17T20:53:19.731-08:00

If you use Google Analytics for Firebase to measure your apps, you'll notice something familiar today: a new look and feel that's more consistent with your Google Analytics experience.These new elements echo some of the changes we made to Google Analytics earlier this year — the updates should help bridge the gap for anyone who uses both Google Analytics and Google Analytics for Firebase. We've also added new reports and cards that will make the Google Analytics for Firebase Dashboard more timely and helpful.Real-Time Data We are now providing you with more real-time information throughout Google Analytics for Firebase to give you a better read on what’s happening in your app.Inside the Google Analytics for Firebase Dashboard, you’ll now find a real-time card, much like the one on the Google Analytics Home. It shows details on the number of active users in the past 30 minutes. You'll also see the top conversion events logged by the app. You can configure these conversions so you can track app events that are most important to your team.The new Google Analytics for Firebase Dashboard   Google Analytics for Firebase has a brand new stability card that reports on data from Firebase Crash Reporting and Firebase Crashlytics. It displays the percentage of users who have not had their app crash, so you can see just how stable your app is.Latest Release The new Latest Release report lets app developers track the adoption and stability of new app versions within a few hours of release.The report also contains a real-time card with an app version filter that lets you see which users have adopted the latest version of a release and know whether any versions have crashed in the past 30 minutes. It also lets you measure your users’ level of engagement.Same Great Analytics The updated experience is more consistent with Google Analytics, but one thing hasn't changed: Google Analytics for Firebase users still get the same great app-centric reporting and analysis they're used to for Android and iOS. Our engineers are working on developments and new features we'll share in the months to come.To see the new look and updated features, check out your Firebase project now. (Don't have one yet? Sign up!) Posted by Sukriti Singal, Product Manager, Google Analytics [...]



New tools for managing Google Analytics users

2017-11-08T11:00:16.564-08:00

Last month we announced new account management tools for businesses using Google Analytics. Today we’re thrilled to introduce another round of improvements. Over the coming months, we’ll centralize user management across a company’s many Google Analytics accounts and launching user groups to simplify the task of managing permissions for multiple teams of users. We've heard feedback from many businesses about the need for simple but powerful tools to manage access to their important analytics data and built these features help to meet these needs. Centralized user managementAdministrators can now centrally manage users across all Google Analytics accounts linked to your organization. If you have many accounts, and need to add users across them, you’ll see huge time savings. For example, if you need to give a new teammate access to 25 accounts, you previously had to visit every account to get them setup. Now you can complete this task from one place. Centralized user management for an organizationYou can also: View rich cross product and cross account details for your usersManage a user’s access across many Analytics accounts in one consoleSee new details about how a user inherits their permissionsGet clear in-product explanations of different access levels and privileges User details showing access across products and accounts If you’re just using Google Analytics, and don’t need to manage users across accounts, you’ll see many of these same improvements inside of Google Analytics. All of the navigation and documentation improvements are present in both places. User Groups in Google AnalyticsOrganization administrators often need to manage access for hundreds of users. This process can be tedious, especially when dealing with multiple Analytics accounts. Now you can more easily manage large teams of users by creating a group, placing the appropriate people inside it, and granting the groups access to the appropriate Analytics accounts. You can even place a group inside a group if you need to manage a hierarchy of teams. To get started, you’ll need to create an organization. Check out this help center article for more information. Detail for an example “IT Team” user groupCombined with existing features like the ability to centrally audit and set policies for users, these new features bring enterprise grade controls to your organization. They also pave the way for future enhancements, such as bringing centralized user management and user groups to more products. Posted by Matt Matyas, Product Manager Google Analytics [...]



Better A/B Testing with Firebase

2017-11-17T20:53:34.208-08:00

Earlier this year, the Google Optimize and Firebase teams worked together to bring A/B testing functionality to Firebase. Last week, at the Firebase Dev Summit, we announced that A/B testing is now available in beta to all app developers.This post originally appeared on The Firebase Blog. Announcing Better A/B Testing with Firebase If you're like most app developers, you know that small changes can often make a big difference in the long term success of your app. Whether it's the wording that goes into your "Purchase" button, the order in which dialogs appear in your sign-up flow, or how difficult you've made a particular level of a game, that attention to detail can often make the difference between an app that hits the top charts, or one that languishes. But how do you know you've made the right changes? You can certainly make some educated guesses, ask friends, or run focus groups. But often, the best way to find out how your users will react to changes within your app is to simply try out those changes and see for yourself. And that's the idea behind A/B testing; it lets you release two (or more!) versions of your app simultaneously among randomly selected users to find out which version truly is more successful at getting the results you want. And while Firebase Remote Config did allow you to perform some simple A/B testing through it's "random percentile" condition, we've gone ahead and added an entirely new experiment layer in Firebase that works with Remote Config and notifications to make it quick and easy to set up and measure sophisticated A/B tests. Let's take a quick tour of how it works!Getting to Know the New A/B Testing Feature With the new A/B testing feature, you can create an A/B test that will allow you to play with any combination of values that you can control through Remote Config. Setting up an A/B test allows you to define how the experiment will behave in a number of different ways, including determining how many of your users are involved with the experiment at first… …how many variants you want to run, and how your app might behave differently for each variant… ...and what the goal of the experiment is. Different experiments might have different desired goals, and A/B testing supports a number of common outcomes, like increasing overall revenue or retention in your app, reducing the number of crashes, or increasing the occurrence of any event you're measuring in Google Analytics for Firebase, such as finishing your in-app tutorial.Once you've defined your A/B test, Firebase takes over by delivering these different variations of your app to randomly-selected members of your audience. Firebase will then measure your users' behavior over time, and let you know when an experiment appears to be performing better, based on those goals you've defined earlier. Firebase A/B testing measures these results for you with the same Bayesian statistical models that power Google Optimize, Google's free testing and personalization product for websites. Using A/B Tests for Better Onboarding: A Case Study Fabulous, a motivational app for building better habits, recently made improvements to their app's onboarding by using Firebase A/B testing. When the user first starts an app, Fabulous shows them how to complete a habit, presents them with a letter about forming better habits, and then asks them to commit to a simple routine. The team suspected that if they removed a few steps from this onboarding process, more people might complete it. Some of the screens a typical user encounters when first using Fabulous.  [...]



Google Analytics 360 + Salesforce: A Powerful Combination

2017-11-17T20:53:52.144-08:00

We often hear from marketers how challenging it is to piece together online and offline customer interactions in order to see a complete view of a customer’s journey. That’s why we’re excited to share that Google and Salesforce are working together to seamlessly connect sales, marketing and advertising data for the first time, giving you the full view of what’s working and what isn’t as customers engage with your ads, websites, apps, emails, call centers, field sales teams and more. Today at Dreamforce, Google and Salesforce are announcing a strategic partnership to deliver four new, turnkey integrations between Google Analytics 360, Salesforce Sales Cloud and Salesforce Marketing Cloud: Sales data from Sales Cloud will be available in Analytics 360 for use in attribution, bid optimization and audience creation Data from Analytics 360 will be visible in the Marketing Cloud reporting UI for a more complete understanding of campaign performance Audiences created in Analytics 360 will be available in Marketing Cloud for activation via direct marketing channels, including email and SMS Customer interactions from Marketing Cloud will be available in Analytics 360 for use in creating audience lists These new connections between our market-leading digital analytics solution and Salesforce’s market-leading customer relationship management (CRM) platform will change the game for how our clients understand and reach their customers — and how they measure the impact of their marketing. These integrations are fully consistent with our privacy policies and have settings that offer privacy controls and choice on how data is used. By integrating your customer data, you can see a customer’s path from awareness all the way through to conversion and retention. And with connections to Google’s ad platforms and Salesforce’s marketing platform, you can quickly take action, engaging them at the right moment. You'll see these new integrations begin to arrive in the first half of 2018. Example of a complete customer journey funnel in Google Analytics 360 joining website data (pageviews, leads submitted) with pipeline data from Sales Cloud (lead and opportunity stages); example also shows a prompt to create a new audience segment to take actionNew insightsUntil now, businesses have not been able to connect offline interactions, such as an estimate provided by a call center rep or an order closed by a field sales rep, with insights on how customers use digital channels. With the connection between Sales Cloud and Analytics 360, soon you’ll be able to include offline conversions in your attribution modeling when using Google Attribution 360, so you’ll have a more complete view of ROI for each of your marketing channels and even more reason to move away from a last-click attribution method. This integration will also let you see how your most valuable customers engage with your digital properties, answering some important questions like, what are they looking for and are they actually finding what they need? With the integration allowing data from Analytics 360 to be visible in Marketing Cloud, you’ll gain a more complete understanding of how your marketing campaigns perform. For example, if you send an email campaign to frequent shoppers to promote your fall fashion line, you’ll be able to see right in Marketing Cloud information such as how many pages people visited when they came to your site, the number of times people clicked on product details to learn more, and how many people added items to their shopping cart and converted. [...]



Open Source Community Connectors for Data Studio

2017-11-02T14:20:53.113-07:00

More than six hundred developers have signed up for developer access to Data Studio Community Connectors since the Developer Launch. Community Connectors give developers an opportunity to come up with innovative solutions for data access and broaden the scope of data sources users can connect to.Based on community feedback, we recognized that many of you are looking to share your work on connectors with the community. Also, developers are looking for more examples to follow. With these community needs in mind, today, we are announcing the Open Source Community Connectors repository on GitHub.Use open source Community ConnectorsFor every connector that is hosted in the open source repository, the Data Studio Developer Relations team will manage a deployment for the connector’s latest code. This managed deployment will enable all users to immediately try the connector in Data Studio by simply clicking a link. Managed deployments also make it easier for developers since you do not have to deploy and maintain the connectors yourself; we’ll take care of this for you.You can try out the following Open Source connectors directly in Data Studio:npm Downloads connector: Fetch download counts for specific npm packages by dateFusion Tables connector: Fetch data from Google Fusion TablesStack Overflow Questions connector: Fetch Stack Overflow Question metadata for specific tagsExample dashboards using these connectors: allowfullscreen="" frameborder="0" height="300" src="https://datastudio.google.com/embed/reporting/0B49wAehqhYEKRC1QbzRUZ1lNcUU/page/fbYJ" style="border: 0;" width="600"> width="600" height="300" src="https://datastudio.google.com/embed/reporting/0B49wAehqhYEKUkRBeXYzYUJZV3M/page/RqpJ" frameborder="0" style="border:0" allowfullscreen>Learn about best practicesIf you want to connect to new Data Sources using Data Studio but have not yet looked into Community Connectors, now would be the best time to start since a variety of example connector code have become available. These examples will give you a head start and create a platform for you to learn and share with other community members.Initially, we are releasing these connectors in our open source repository:npm DownloadsFusion TablesStack Overflow QuestionsContribute to the communityIf want to submit your own open source connector to the repository, you can send us a pull request. Alternatively you can maintain your own repository and link to that from the official repository.This Git repository is a small start where we plan to make new additions. We have already seen other open source Community Connectors like data.world and getSTAT. We are hoping that initiative will help developers and users to create connectors to new Data Sources and thus make more data accessible in Data Studio. Developers can also collaborate with each other as well as report new issues and fix existing ones through these open source connectors.This collaboration platform gives developers the option to leverage support from the community. If you want to develop your own connector but are unable to maintain it in the long run, you can add it to our repository so that the community can support it.Visit the repository and start building your own Community Connector today!Posted by Minhaz Kazi, Google Analytics team [...]



Google Optimize now offers more precision and control for marketers

2017-11-17T20:54:06.914-08:00

Savvy businesses review every step of the customer journey to ensure they are delivering the best experience and to find ways to offer more value. Today, we’re releasing two new features that will make it easier for you to improve each of those steps with the help of Google Optimize and Optimize 360. AdWords integration: Find the best landing page Marketers spend a lot of time optimizing their Search Ads to find the right message that brings the most customers to their site. But that's just half the equation: Sales also depend on what happens once people reach the site. The Optimize and AdWords integration we announced in May gives marketers an easy way to change and test the landing pages related to their AdWords ads. This integration is now available in beta for anyone to try. If you’re already an Optimize user, just enable Google Optimize account linking in your AdWords account. (See the instructions in step 2 of our Help Center article.) Then you can create your first landing page test in minutes.Suppose you want to improve your flower shop's sales for the keyword “holiday bouquets.” You might use the Optimize visual editor to create two different options for the hero spot on your landing page: a photo of a holiday dinner table centerpiece versus a banner reading "Save 20% on holiday bouquets." And then you can use Optimize to target your experiment to only show to users who visit your site after searching for “holiday bouquets.”If the version with the photo performs better, you can test it with other AdWords keywords and campaigns, or try an alternate photo of guests arriving with a bouquet of flowers. Objectives: More flexibility and control Since we released Optimize and Optimize 360, users have been asking us for a way to set more Google Analytics metrics as experiment objectives. Previously,Optimize users could only select the default experiment objectives built into Optimize (like page views, session duration, or bounces), or select a goal they had already created in Analytics.With today's launch, Optimize users no longer need to pre-create a goal in Analytics, they can create the experiment objective right in Optimize: Build the right objective for your experiment directly in the Optimize UI. When users build their own objective directly in Optimize, we’ll automatically help them check to see if what they’ve set up is correct.Plus, users can also set their Optimize experiment to track against things like Event Category or Page URL.Learn more about Optimize experiment objectives here. Why do these things matter? It's always good to put more options and control into the hands of our users. A recent study showed that marketing leaders – those who significantly exceeded their top business goal in 2016 – are 1.5X as likely to say that their organizations currently have a clear understanding of their customers' journeys across channels and devices.1 Testing and experimenting is one way to better understand and improve customer journeys, and that's what Optimize can help you do best.>>> Check out these new features in Optimize now<<<1Econsultancy and Google, "The Customer Experience is Written in Data", May 2017, U.S. Posted by Rotimi Iziduh and Mary Pishny, Product Managers, Google Optimize [...]



Data Studio: Richer Visualizations and Analytical Functions

2017-10-25T13:21:48.009-07:00

The Data Studio team has been hard at work launching new features to allow for richer visualization and new views on data. Today, we'll highlight some of these recent launches. Pivot Tables Pivot tables let users narrow down a large data set or analyze relationships between data points. Additionally, they reorganize user's dimensions and metrics to help quickly summarize data and see relationships that might otherwise be hard to spot. allowfullscreen="" frameborder="0" height="240" src="https://datastudio.google.com/embed/reporting/0B5FF6JBKbNJxRTM4aWtuQXc3LUU/page/4SUJ" style="border: 1;" height="240" width="800">Example Pivot Table (Help center doc here) Coordinated Coloring Coordinated coloring allows users to bind colors to specific data. When a user creates visualizations, Data Studio automatically binds colors to data, so that color:data pairs stay consistent between visualizations and when filtering. This feature is automatically turned on for all new reports, and available in old reports. allowfullscreen="" frameborder="0" height="350" src="https://datastudio.google.com/embed/reporting/0B5FF6JBKbNJxaGVjRUx3Sl8xWkE/page/RWUJ" style="border: 1;" height="350" width="1000">Example Coordinated Coloring (Help center doc here) Google Analytics Sampling Indicator Google Analytics samples data in order to provide accurate reporting in a timely manner. Data Studio now shows a sampling indicator in Data Studio reports when a component contains sampled Analytics data. GA Sampling indicator (Help center doc here)Field Reports EditingData Studio has also recently added new options to the chips in reporting. These new options allow you to: Rename fieldsChange aggregation typesChange semantic typesChange date functionsApply % of total, difference from total, or percent difference from total to a metric from within the report.Example of new field editing options (Help center doc here).Submitting and voting for new featuresThe Data Studio team will continue to introduce new features and product enhancements based on your submissions. You can view requests submitted by other users, upvote your favorites, or create new ones. Learn more here. Posted by Dave Oleson, Product Manager, Google Data Studio [...]



Smarter attribution for everyone

2017-10-20T08:51:46.512-07:00

In May, we announced Google Attribution, a new free product to help marketers measure the impact of their marketing across devices and across channels. Advertisers participating in our early tests are seeing great results. Starting today, we’re expanding the Attribution beta to hundreds of advertisers. We built Google Attribution to bring smarter performance measurement to all advertisers, and to solve the common problems with other attribution solutions. Google Attribution is:Easy to setup and use: While some attribution solutions can take months to set up, Google Attribution can access the marketing data you need from tools like AdWords and Google Analytics with just a few clicks.Cross-device: Today’s marketers need measurement tools that don't lose track of the customer journey when people switch between devices. Google Attribution uses Google’s device graph to measure the cross-device customer journey and deliver insights into cross-device behavior, all while protecting individual user privacy.Cross-channel: With your marketing spread out across so many channels (like search, display, and email), it can be difficult to determine how each channel is working and which ones are truly driving sales. Google Attribution brings together data across channels so you can get a more comprehensive view of your performance.Easy to take action: Attribution insights are only valuable if you can use them to improve your marketing. Integrations with tools like AdWords make it easy to update your bids or move budget between channels based on the new, more accurate performance data.Results from Google Attribution beta customersLast April, we shared that for AdWords advertisers, data-driven attribution typically delivers more conversions at a similar cost-per-conversion than last-click attribution. This shows that data-driven attribution is a better way to measure and optimize the performance of search and shopping ads. Today we’re pleased to share that early results from Google Attribution beta customers show that data-driven attribution helps marketers improve their performance across channels. HelloFresh, a meal delivery service, grew conversions by 10% after adopting Google Attribution. By using data-driven attribution to measure across channels like search, display, and email, Google Attribution gives HelloFresh a more accurate measurement of the number of conversions each channel is driving. And because Google Attribution is integrated with AdWords, HelloFresh can easily use this more accurate conversion data to optimize their bidding. "With Google Attribution, we have been able to automatically integrate cross-channel bidding throughout our AdWords search campaigns. This has resulted in a seamless change in optimization mindset as we are now able to see keyword and query performance more holistically rather than inadvertently focusing on only last-click events.- Karl Villanueva Head of Paid Search & Display, HelloFreshPixers, an online marketplace, is also seeing positive results including increased conversions. Google Attribution allows Pixers to more confidently evaluate the performance of their AdWords campaigns and adopt new features that improve performance. "By using Google Attribution data we have finally eliminated guesswork from evaluating the performance of campaigns we're running, including shopping and re-marketing. The integration with AdWords also enabled us to gradually roll-out smart bidding strategies across inc[...]



Better tools for teams of all sizes

2017-10-10T09:00:25.264-07:00

We’ve heard feedback from businesses of all sizes that they need simpler ways to manage the analytics products they use and the team members who use them. That’s why we’re making new controls available to everyone who uses Analytics, Tag Manager, and Optimize and improving navigation for users of Surveys and Data Studio. These new features will help you more easily manage your accounts, get an overview of your business, and move between products. Streamlined account managementWith centralized account management, you can control user access and permissions across multiple products, like Analytics, Tag Manager, and Optimize. The first step is to create an organization to represent your business. You then link this organization to all of the different accounts that belong to your business. You can also move accounts between the organizations you create. Now you have a central location where administrators for your organization can: Create rules for which types of new users should be allowed access to your organizationAudit existing users and decide which products and features they should have access toRemove users who have left your organization or no longer need access to the toolsSee the last time a user in your organization accessed Google Analytics dataAllow users to discover who are your organization’s admins and contact them for helpNew home pageSetting up an organization also gives you access to a new home page that provides an overview of your business. You’ll be able to manage accounts and settings across products and get insights and quick access to the products and features you use most. For example, you might see a large increase in visitors for a specific Analytics property, and then click through to Analytics to investigate where the visitors are coming from. Simplified navigationFinally, you’ll get a unified user experience across products. Common navigation and product headers make it easy to switch between products and access the data you need. You can view accounts by organization, or see everything you have access to in one place. We’ve also redesigned search, making it possible to search across all of your accounts in a single place. Get startedIf your business would benefit from these features, please visit this page to get started. You can also check out the help center for more info. These updates will be rolling out over the next few weeks, so please stay tuned if you don’t yet have access. Note: If you’re using the enterprise versions of our products, like Analytics 360, you already have access to these features as part of the Google Analytics 360 Suite. Posted by John Oberbeck, Product Manager Google Analytics [...]



Get Your Data House in Order: Our Checklist for Useful Marketing Data

2017-10-05T14:36:18.841-07:00

Every organization has unique data needs, but leading organizations have one thing in common: They expect data to be useful. In fact, marketing leaders are 127% as likely as the mainstream to say that their data and analytics strategy is useful for decision-making at all levels.1We shared more insights about usefulness — and other findings from new Econsultancy research conducted in partnership with Google — in a recent webinar with MIT Sloan, where marketers from companies of all sizes joined to learn how organizations around the world regularly turn insights into action.It goes without saying that the word “useful” can mean different things to different marketers. As you build a data strategy that’s optimized for your business, there are a few helpful questions you can ask to frame your thinking.Use this quick checklist to get yourself on the right track — and watch the webinar to learn more about the research findings.Is your data organized? The amount of data useful to your company depends on the size of the company, but one thing is certain: only organized data is useful data.In another study, 61% of marketing decision makers said they struggled to access or integrate the data they needed in 2016.2 When gathering and analyzing data, it’s important to know how your data should be organized in order to know what to focus on. Data dispersed in different organizational silos will be difficult to sift through, let alone use to inform important decisions. Instead, get data out of silos and organize it so that it can be useful.Is your data focused on the user?In our webinar, listeners learned that a user-centric approach — and the better understanding of your audience that comes with it — helps organizations handle the ever-increasing number of touchpoints in the customer journey and deliver more relevant, engaging experiences.Nearly 90% of leaders agree that understanding user journeys across channels and devices is critical to marketing success.3 Any data that allows marketers to better understand these journeys is useful for decision-making.Is your data integrated?Our report with Econsultancy found that top companies place a greater emphasis on integrating their technology. Specifically, organizations with integrated marketing and advertising stacks are 37% more likely to say that their company uses data to support decision-making at all levels, compared to marketers without fully integrated technologies.4Ask yourself: How and where does my business use data? During our webinar, we polled the audience to see in which areas of business the participants most commonly use data and analytics. See how you compare:The live attendees of our webinar, "Get Your Data House in Order," answered the question: In what areas of your business are you using data analytics?Do you have defined KPIs? Before you truly define what “useful” data means for you, you need to set KPIs. In our Econsultancy study, 45% of all respondents say that unclear definitions of KPIs present a significant negative impact on their organizations, whereas leaders are 47% more likely than the mainstream to say that their data and analytics strategy includes how they define KPIs for paid media and (38% more likely for owned properties).5The concept is simple: If you don’t know what you’re working toward, you can’t know what’s useful to you.Does your team know how to use the data?&n[...]