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



Updated: 2017-05-25T10:39:38.444-07:00

 



Solving the enterprise attribution challenge

2017-05-25T10:39:38.462-07:00

On Tuesday, we announced Google Attribution, a new free product to help marketers measure the impact of their marketing across devices and across channels. Our goal is to help every business, large or small, solve the attribution challenge and better understand if their marketing is working. To meet the needs of our largest advertisers, we’re also introducing an updated version of our enterprise attribution product, Google Attribution 360. Google Attribution 360Just like with the free product, Attribution 360 is easy to set up, works across channels and across devices, and makes taking action easy. Both products also offer data-driven attribution, which uses machine learning to determine how much credit to assign to each step in the consumer journey. In addition, Attribution 360 is designed to be highly customizable and can measure ads from DoubleClick Campaign Manager. This means that you can get a view of your marketing performance that matches up with how you view your business. The new version of Attribution 360 is currently in beta, and will launch more broadly later this year. Here’s how Attribution 360 is designed to solve the enterprise attribution challenge: Fast setupAttribution 360 offers seamless integrations with Google Analytics, DoubleClick Campaign Manager, DoubleClick Bid Manager, and DoubleClick Search. You’ll get all your marketing event data in Attribution 360 with no need for retagging and no data loss between systems. You simply link your accounts and reports will usually be available within 48 hours. “The setup process for Attribution 360 reduced the time to first data from 3 months to just a matter of weeks. Using Google Analytics data was so much easier, we already had our GA tags onsite and validated. It just made life so much easier.” - Eric Bernhard, Marketing Innovation Manager at DixonsFlexible dataAttribution 360 has a rich set of features to simplify the challenge of importing and managing your external data sources. You can ensure that your data is complete and correct with enhanced preview capabilities, in-product data quality reporting, and the ability to reprocess your data if you make changes to your setup. Measures TVThe TV Attribution feature within Attribution 360 helps businesses integrate digital and broadcast data to understand their cross-channel performance. Good news: TV Attribution is now included in Attribution 360 with no extra cost and is available directly in the Attribution 360 UI. Easy to take actionOf course the insights you get are only valuable if you can put them into action. Here are two ways Attribution 360 makes it easy: The in-product Digital Optimizer lets you explore a variety of optimization scenarios to inform future marketing investments and make your media more effective and efficient.Programmatic connectors send results directly to bidding platforms so your media buys use the most accurate attribution data.Here’s how one of our customers, Confused.com, uses Attribution 360 to improve their search advertising. Confused.com increases paid search conversions by 28% with Google Attribution 360Launched in 2001, Confused.com was the first insurance comparison site in the United Kingdom. This 100% e-commerce company helps people save money on car insurance and related services. Paid search is a critical part of Confused.com’s acquisition strategy. CEO Martin Coriat challenged his marketing team to improve paid search with data-driven insights. To more deeply understand how people really interact with Confused.com’s marketing messages, the team implemented Attribution 360. Data-driven attribution insights showed each keyword’s role in the customer journey and the associated value to Confused.com. As suspected, data-driven attribution gave Confused.com proof of over-investment on some lower-funnel keywords. Attribution 360 also revealed opportunities to invest in untapped upper-funnel keywords. Using these insights, the team was able to take immediate action in re-allocating spending to help drive up quote requests by 28% at a lower c[...]



Google Optimize and Surveys 360 Join Forces with AdWords

2017-05-24T05:45:01.320-07:00

Meet two new ways to understand and better serve your customers Here's good news for marketers: as you heard yesterday at Google Marketing Next both Optimize and Surveys 360 will soon be integrating with AdWords. The Surveys 360 integration is now live in the U.S. and Canada; the integration with Optimize will be available in the coming weeks.Optimize is an A/B testing and personalization tool that makes it easy to see which changes to your web pages work best for your users and your business. Surveys 360 is a market research tool that helps enterprises gather fast, reliable insights from real people online and on mobile.Why the new integrations? To make it easier than ever to understand and better serve your potential customers. Here's some detail on both.Better landing pages, better results Advertisers naturally spend a lot of time thinking about their ads. What gets people to click? Will the words "free shipping" sell more than "10% off"? AdWords has always made it easy to create many different ad campaigns to see which performs best. But the ad is only part of the experience.The new integration between Optimize and AdWords makes it easier than ever to take the next step: to improve and personalize the landing pages those ads lead to. The integration gives marketers a fast way to create and test custom landing pages based on the keyword, ad group, or campaign associated with an ad – with no need to deal with destination URLs or messy query parameters.It's worth it. 90% of organizations that invest in personalized consumer experiences agree that they contribute significantly to more business profitability. 1Suppose a hotel wants to improve its landing page for the keyword family friendly hotels. Using Optimize, the hotel can create and test a new variation of the landing page, one that features an image of a family enjoying themselves at the hotel pool, instead of a generic image of the hotel exterior. If the new page leads to more reservations, they've got a win. Then it's easy to keep testing headlines and images that might also do well. Target any combination of your AdWords account, campaign, ad group, and keywords directly in Optimize.The AdWords integration will be available for both Optimize and Optimize 360 and will be available to start using in the coming weeks. If you haven’t tried Optimize, you can get started for free here.Why not ask your customers? We all need faster insights these days. That's one reason we added Surveys 360 to the Google Analytics 360 Suite last year. Surveys 360 lets you ask questions directly to a pool of 15 million real people as they browse the web or use their smartphone. The results arrive in days, or sometimes in just hours.Now, what if you could combine that kind of speedy real-world feedback with the wealth of data that you already have in AdWords? Then you could understand both what users do and why they do it.  That's what we're announcing today: remarketing lists published in AdWords are now available in Surveys 360 for surveys targeting. That means you can survey the users on your remarketing lists to find out what worked best for them (or didn't).Want to know why shoppers abandoned their shopping carts? Ask them! Curious about how many customers converted due to your new free shipping offer? Ask them! Easily target your survey to remarketing audiences published in AdWords.Then change your marketing message on the spot to match what you learn. If your survey shows that the words "family friendly" are what brought customers to your hotel, you can build new ad groups to take advantage of this information. (You might even use Optimize to test new landing pages with that phrase!)Here's an early report from the online shopping site Jet:"Google Product Listing Ads (PLAs) have been an effective way for Jet.com to drive website traffic, but we needed to optimize for conversions. Surveys 360 connected us directly to our customers through remarketing audiences to determine which factors influence their purchase decisions mo[...]



Making marketing easier with new tools for productivity

2017-05-24T09:56:38.555-07:00

This post originally appeared on the Inside AdWords blog.Mobile continues to raise the bar for marketers - as consumers increasingly reach for their smartphones to get things done, they expect fast and frictionless assistance. And to help them in these moments with more useful and personalized ads, you need scalable, easy-to-use tools that allow you to manage your marketing in smarter ways.This morning at Google Marketing Next, we shared the next generation of AdWords, DoubleClick and Google Analytics tools, each of them shaped by your feedback and built to help you work as productively and efficiently as possible.Below is a round-up!The new AdWords experience will be available to all advertisers by the end of the yearThe new AdWords experience marks the most powerful change we’ve made to how advertisers visualize and manage their campaigns in over 15 years. The redesign makes AdWords significantly easier to use to help you reach your unique marketing goals and get things done.Earlier this year, we previewed a few of the new tools and features in the new AdWords experience. This includes the new Overview page, which automatically surfaces relevant insights about your performance so you can take action more quickly.Here are some other new things to check out:Campaign creation                                   Build campaigns designed around your marketing goalsPerformance estimates                                                                              View performance estimates to help plan your display campaigns    Landing page report                               See how your landing pages are affecting campaign performanceSince rolling out the new AdWords experience, we’ve seen some inspiring results. We see that pages load much faster -- on average, 20% faster. Customers like iProspect North also reported that the new design and layout saves them 30% more time when completing everyday tasks.Starting today, we’re rolling out the new experience to millions of additional AdWords accounts and it will be available to all advertisers by the end of the year. Get started by reviewing our Best Practice guide.Better together: Google Optimize and Google Surveys 360 integrate with AdWordsYour marketing workflows should be seamless and integrated, from managing media to optimizing your site and collecting performance insights. This allows you to easily apply learnings from one step to another and take action faster. With new integrations for Google Optimize and Google Surveys 360 with AdWords, you'll be able to test landing pages and gain insights about your ads more efficiently.Available globally to all advertisers at no cost, Optimize helps marketers test and deliver custom site experiences to improve performance. With the Optimize and AdWords integration, you can quickly and easily create new versions of your landing pages and then apply them to any combination of AdWords campaigns, ad groups, and keywords – no coding or webmaster required. For example, on a summer beachwear campaign, test whether a landing page that features an image of beachgoers performs better than one that showcases your latest swimsuit styles. Optimize will figure out which variation works best for your business and help you get more value from your AdWords campaigns.Surveys 360 makes it easy for anyone to create a survey, find a specific audience sample across the web, and generate results in just a few days. With the Surveys 360 and AdWords integration, you can easily target surveys to people in your remarketing audiences to help you understand the “why” behind how consumers react to your marketing. For examp[...]



Bringing the speed of AMP to search & display ads

2017-05-24T09:55:26.249-07:00

This post originally appeared on the Inside AdWords blog.Succeeding on mobile starts with getting the basics right. People choose brands that meet their needs instantly and seamlessly. That means no matter how great your site looks, if it loads slowly, users will leave and you’ll miss out.The open source Accelerated Mobile Pages (AMP) Project launched 18 months ago to help make the web better with faster experiences. Since then, we’ve been expanding how we surface fast-loading AMP pages on Google Search — starting with the top stories carousel and extending to organic search listings.Today we’re introducing two new ways to harness the speed of AMP to improve advertising performance. First, we’re launching a new AdWords beta that lets you use fast-loading AMP pages as the landing pages for your search ads. Second, we’re speeding up ads served across the Google Display Network by using the same technology that makes AMP pages so fast.Improving campaign ROI with lightning-fast AMP landing pagesWe’ve said before that the median page load time for an AMP page from Google Search is under one second. If that wasn’t already fast enough, last week we announced that these pages are now twice as fast. No wonder AMP has been so widely adopted – more than 2 billion AMP pages have been published from 900,000 domains. Advertisers like Johnson & Johnson, Toll Brothers and eBay have already seen increased engagement with their brand by directing people to AMP pages from organic search results.The new AdWords beta brings the performance benefits of faster mobile pages to search campaigns. Now, when advertisers link their search ads to AMP landing pages, consumers will get the fast mobile web experiences they've come to expect from AMP pages on Google Search. If you’re interested in participating in the beta, sign up here.“We understand the importance of speed in delivering effective advertising campaigns. That is why we're incredibly excited to apply the speed of AMP to our paid campaigns in AdWords," says ‎Aaron Cocks, Online Marketing Optimization Manager at Toll Brothers“Johnson & Johnson has seen great results in testing AMP with our product information pages. For specific pages, we've seen page speeds improve by 10x and engagement rates improve by 20%. J&J is looking forward to expanding our application of AMP, ” says Paul Ortmayer, Head of Digital Analytics - EMEA, Johnson & Johnson allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/xWXS3LjjqPg" width="560">Ensuring display ads are seen with AMPWhen ads load fast, people are more likely to see them. That means media budgets work more effectively and messaging strategies realize their full potential. Fast-loading ads also create better experiences for users.To make ad experiences on the web a lot better and faster, the AMP Project launched The AMP Ads Initiative last year. The Initiative applies the technology powering fast-loading AMP pages to ads.As of today, a significant number of ads shown on AMP pages across the Google Display Network are automatically converted and served in the new AMP ad format. We’ve found these ads load up to 5 seconds faster than regular ads even though the creative looks exactly the same. Ultimately, this ensures that your messages are actually seen by your intended audience and that the experience users have with your brand is seamless. allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/1KTeCJtpo4Q" width="560"> Speed matters. To meet the needs of today’s customers, you have to be fast. Bringing the speed and performance of AMP to advertising will help you deliver more effective campaigns that keep up with accelerating consumer expectations. Posted by Jerry Dischler, Vice President, Product Management [...]



Google Ads, Analytics and DoubleClick Announcements Keynote

2017-05-24T09:53:42.069-07:00

Welcome to the Google Marketing Next live stream! Tune in live at 9:00 a.m. PT/12:00 p.m. ET to learn about Google’s latest marketing innovations, the moment they’re announced.

Join the conversation at #GoogleMarketingNext.

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Powering ads and analytics innovations with machine learning

2017-05-23T06:30:04.359-07:00

This post originally appeared on the Inside AdWords blog.Good morning, San Francisco! As the city starts to wake up, my team and I are gearing up to welcome over a thousand marketers from around the world to Google Marketing Next, our annual event where we unveil the latest innovations for ads, analytics and DoubleClick.A big theme you’ll hear about today is machine learning. This technology is critical to helping marketers analyze countless signals in real time and reach consumers with more useful ads at the right moments. Machine learning is also key to measuring the consumer journeys that now span multiple devices and channels across both the digital and physical worlds.It's a growing and important trend for marketers today, and will continue to shape how you build for success in the future.Below is a sneak preview of a few of the announcements I’ll be making. There are many more that I can’t wait to share with you. Be sure to tune in at 9:00 a.m. PT/12:00 p.m. ET.Hello Google Attribution, goodbye last-clickToday, we're announcing Google Attribution, a new product to answer the question that has challenged marketers for ages, “Is my marketing working?” For the first time, Google Attribution makes it possible for every marketer to measure the impact of their marketing across devices and across channels -- all in one place, and at no additional cost.With today’s complex customer journey, your business might have a dozen interactions with a single person - across display, video, search, social, and on your site or app. And all these moments take place on multiple devices, making them even harder to measure.Marketers have been trying to make attribution work for years, but existing solutions just don't cut it. Most attribution tools:Are hard to set upLose track of the customer journey when people move between devicesAren’t integrated with ad tools, making it difficult to take actionAs a result, many marketers are stuck using last-click attribution, which misses the impact of most marketing touchpoints. With Google Attribution, we’ll help you understand how all of your marketing efforts work together and deliver the insights you need to make them work better.Here’s how it works:Integrations with AdWords, Google Analytics and DoubleClick Search make it easy to bring together data from all your marketing channels. The end result is a complete view of your performance. Google Attribution also makes it easy to switch to data-driven attribution. Data-driven attribution uses machine learning to determine how much credit to assign to each step in the consumer journey -- from the first time they engage with your brand for early research down to the final click before purchase. It analyzes your account's unique conversion patterns, comparing the paths of customers who convert to those who don’t, so you get results that accurately represent your business.Finally, you can take fast action to optimize your ads with Google Attribution because it integrates with ads tools like AdWords and DoubleClick Search. The results are immediately available for reporting, updating bids or moving budget between channels.“Given today’s multi-device landscape, cross-channel measurement and attribution is indispensable for HelloFresh to have a 360º panorama of our customer journey and gives us the best data to make the best decisions.” - Karl Villanueva, Head of Paid Search & Display Google Attribution is now in beta and will roll out to more advertisers over the coming months. Mobile-local innovations drive more consumers to storesMobile has blurred the line between the digital and physical worlds. While most purchases still happen in-store, people are increasingly turning to their smartphones to do research beforehand -- especially on Google.com and Google Maps.To help consumers decide where to go, marketers are using innovations like Promoted Places and local inventory ads t[...]



Firebase Analytics Gets New Features and a Familiar New Name

2017-05-17T14:15:15.115-07:00

Can it be just a year since we announced the expansion of Firebase to become Google's integrated app developer platform at I/O 2016? That Firebase launch came complete with brand new app analytics reporting and features, developed in conjunction with the Google Analytics team.Now, at I/O 2017, we're delighted to announce some exciting new features and integrations that will help take our app analytics to the next level. But first, we’d like to highlight a bit of housekeeping. As of today, we are retiring the name Firebase Analytics. Going forward, all app analytics reports will fall under the Google Analytics brand. This latest generation of app analytics has always, and will continue to be, available in both the Firebase console and in Google Analytics. We think that unifying app analytics under the Google Analytics banner will better communicate that our users are getting the same great app data in both places. In Firebase and related documentation, you'll see app analytics referred to as Google Analytics for Firebase. Read on to the end of this post for more details about this change.One other note: The launches highlighted below apply to our latest generation of app analytics – you need to be using the Firebase SDK to get these new features. Now let’s take a look at what’s new.Integration with AdMobApp analytics is now fully integrated with AdMob. Revenue, impression and click data from AdMob can now be connected with the rest of your event data collected by the Firebase SDK, all of it available in the latest Google Analytics app reports and / or in the Firebase console.For app companies, this means that ad revenue can be factored into analytics data, so Analytics reports can capture each app’s performance. The integration combines AdMob data with Analytics data at the event level to produce brand new metrics, and to facilitate deep dives into existing metrics. You can answer questions like: What is the true lifetime value for a given segment, factoring in both ad revenue and purchase revenue?How do rewarded ads impact user engagement and LTV?On which screens are users being exposed to advertising the most or the least?With this change, you can now have a complete picture of the most important metrics for your business ― all in one place.Custom parameter reporting"What's the average amount of time users spend in my game before they make their first purchase?" Many of you have asked us for the ability to report on specific data points like these that are important to your business.Custom parameter reporting is here to make that possible. You can now register up to 50 custom event parameters and see their details in your Analytics reports. If you supply numeric parameters you’ll see a graph of the average and the sum of that parameter.If you supply textual parameters you’ll see a breakdown of the most popular values.As with the rest of your Analytics reports, you can also apply Audience and User Property filters to your custom parameter reports to identify trends among different segments of your userbase.To start using custom parameter reporting for one of your events, look for it in the detail report for that event. You'll see instructions for setting things up there.Integration with DoubleClick and third-parties – Now in BetaWe're also pleased to announce a new integration with both DoubleClick Campaign Manager and DoubleClick Bid Manager. Firebase-tracked install (first open) and post-install events can now easily be imported back into DoubleClick as conversions. This is a boost for app marketers who want a clearer view of the effect their display and video marketing has on customer app behavior. Advertisers can make better decisions (for all kinds of ads, programmatic included) as they integrate app analytics seamlessly with their buying, targeting and optimization choices in DoubleClick.We also know that some of you use advertising [...]



Google Analytics is Enhancing Support for AMP

2017-05-16T10:30:21.700-07:00

Over the past year, developers have adopted the Accelerated Mobile Pages (AMP) technology to build faster-loading pages for all types of sites, ranging from news to recipes to e-commerce. Billions of AMP pages have been published to date and Google Analytics continues its commitment to supporting our customers who have adopted AMP.

However, we have heard feedback from Google Analytics customers around challenges in understanding the full customer journey due to site visitors being identified inconsistently across AMP and non-AMP pages. So we're announcing today that we are rolling out an enhancement that will give you an even more accurate understanding of how people are engaging with your business across AMP and non-AMP pages of your website.

How will this work?
This change brings consistency to users across AMP and non-AMP pages served from your domain. It will have the effect of improving user analysis going forward by unifying your users across the two page formats. It does not affect AMP pages served from the Google AMP Cache or any other AMP cache.

When will this happen?
We expect these improvements to be complete, across all Google Analytics accounts, over the next few weeks.

Are there any other implications of this change?
As we unify your AMP and non-AMP users when they visit your site in the future, you may see changes in your user and session counts, including changes to related metrics. User and session counts will go down over time as we recognize that two formerly distinct IDs are in fact the same user; however, at the time this change commences, the metric New Users may rise temporarily as IDs are reset.

In addition, metrics like time on site, page views per session, and bounce rate will rise consistent with sessions with AMP and non-AMP pageviews no longer being treated as multiple sessions. This is a one-time effect that will continue until all your users who have viewed AMP pages in the past are unified (this can take a short or long period of time depending on how quickly your users return to your site/app).

Is there anything I need to do to get this update?
There is no action required on your part, these changes will be automatically rolled out.

Will there be changes to unify users who view my pages both on my domain and in other contexts?
Some AMP pages are not visited directly on the domain where the content is originally hosted but instead via AMP caches or in platform experiences. However we decided to focus on fixing the publisher domain case first as this was the fastest way we could add value for our clients.

We are committed to ensuring the best quality data for user journey analysis across AMP and non-AMP pages alike and this change makes that easy for AMP pages served on your domain. We hope you enjoy these improvements - and as always, happy analyzing!

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Google Tag Manager: Announcing Centralized Google Analytics Settings

2017-05-10T17:00:00.636-07:00

Google Tag Manager and Tag Manager 360 make it easier than ever to deploy and manage tags for all of your various marketing and measurement tools at scale. Whether you’re doing a basic tag implementation across a single website or a more extensive implementation across a network of sites and apps, Google Tag Manager has your back.A Better Way to Manage Google Analytics Tags 
Measuring websites and apps effectively often requires multiple Google Analytics tags. You may have a basic Universal Analytics pageview tag to measure views of all your content, as well as event tags for clicks on certain buttons, links leading away from your site, form submissions, and so on.Keeping the settings for all of these tags in sync can be a challenge. You have to ensure your Tracking ID is set correctly and that any custom settings are consistent. Making changes to things like Custom Dimensions and Metrics across multiple tags can require repetitive work or cumbersome workarounds.That’s why we’re excited to announce that rolling out this week, Universal Analytics tags in Web and Mobile* containers will support a new feature: Google Analytics Settings Variables.A Google Analytics Settings Variable acts as a central location to configure sets of Google Analytics settings for use across multiple tags. Instead of having to enter your Google Analytics settings over and over again in each new Universal Analytics tag, you’ll simply be able to select (or create) a Google Analytics Settings Variable to apply to the tag: With this enhanced workflow, you can focus on what you want to measure, rather than what settings you need to enter. If your organization has an analytics team or works with a Google Analytics Certified Partner, you can leave the settings to the experts without fear that you’ll mess things up.You can have as many Settings Variables as you’d like for different combinations of settings, and it’s easy to override specific fields in a given tag with the click of a checkbox.While this feature will appear in all Universal Analytics tags, existing tags will of course continue to work. And, if you so choose, you can continue to set up your tags without use of Google Analytics Settings Variables by checking the override box without selecting a Settings Variable.We hope that Google Analytics Settings Variables will save you time, reduce errors, and give you more confidence in setting up Google Analytics through Google Tag Manager.Want to learn more about Centralized Google Analytics Settings? Check out our Quick Tip video or visit our help center!*Only available in iOS and Android containers implemented with Firebase. Posted by Scott Herman, Product Manager, Google Tag Manager [...]



The New Google Analytics Home: Know Your Data

2017-04-19T09:37:55.923-07:00

We’ve been improving Google Analytics with the goal of making it even easier for anyone to gain the insights they need. Last year, we introduced a fully redesigned mobile app for better insights on the go (which has now been downloaded over a million times!). We then introduced automated insights in the mobile app. Most recently, we simplified our web UI. Today we're introducing additional enhancements designed to help you make better data-driven decisions based on a deeper understanding of your users. A New HomeThe first thing you'll notice when you sign into your account is that we've introduced a new landing page. The “Home” page in Google Analytics now offers an overview of key aspects of your business’ online presence. Here are a few highlights:You can see snippets from a curated set Google Analytics reports, including real time data, with simple and streamlined controls. Each snippet is preceded by a helpful question that frames the data, such as “When do your users visit?” or “Where do your users come from?”. Want to dig deeper? Hover on any data point for more details or drill into the relevant report with the provided link on each card. “Home” is automatically configured based on your setup: For example, if you have Goals or Ecommerce, you’ll see the page change accordingly. This is a new page in Google Analytics. Existing reports have not changed. The Audience Overview report, which used to be the default landing page, is still available: just open the “Audience” section in the side navigation and click on "Overview".Discover Looking for the latest enhancements to the basic Google Analytics experience? You'll find them in our new “Discover” page. As the name suggests, Discover offers products and experiences that you might find useful as you work with your Google Analytics account. These could be products like Google Optimize, tools like the Google Analytics mobile app, helpful features like Custom Alerts, or even useful educational materials from the Analytics Academy. Look for the new Discover link just next to the Admin link at the bottom of your left navigation.Both of these additions will be rolling out to all users over the next few weeks. We hope these new additions help make it easier for you to get the most out of Google Analytics. Posted by Ajay Nainani (@ajayn23), Product Manager, Google Analytics [...]



Introducing Marketing Mix Model Partners: Helping brands better understand the impact of their marketing

2017-04-06T11:14:27.629-07:00

The following was originally posted on the Google Agency Blog.CMOs and marketing executives use marketing mix models to understand how their marketing investments are driving sales and how to optimize their spend across multiple brands, channels, and regions. With rising investment in digital and mobile advertising, marketers want to be sure the models they use correctly value the impact of these channels.Today we’re excited to announce a program to help marketing mix model providers better incorporate Google media data into their services. The Marketing Mix Model Partners program is designed to ensure advertisers can accurately measure the ROI of their digital investments and confidently understand the digital drivers of ROI to improve returns year-over-year.The Marketing Mix Model Partners program offers:Data Access: Partners get access to accurate, granular campaign data across all relevant Google video, display, and search media in a standardized format. We’re also making the data easier to access by providing data from multiple properties, like Search and YouTube, in one centralized location. Expertise: Partners also get dedicated training, resources, and specialists to better understand Google advertising products and practices and incorporate digital data into their model methodologies. Actionability: We provide Google account and technical teams to help advise on results and strategies designed to understand the drivers of ROI and improve returns over time. Our partnersWe’re excited to be working with the initial participants in the program, Marketing Management Analytics, Neustar MarketShare, and Nielsen. Google customers can talk with their Google representatives about working with one of these partners on using Google data in their marketing mix model engagements.Here’s what our partners have to say about the program:“The ability to collect and analyze digital data at extremely granular levels enables both marketers and their advertising partners to more successfully measure, predict and action the most effective and profitable means of optimizing each digital channel to achieve their business objectives. We are excited that Google has taken such a proactive approach in working with MMA and analytic companies within the marketplace in providing such a high level of objectivity and transparency."— Patrick Cummings, CEO of Marketing Management Analytics “Today’s measurement solutions need to be connected, always on and incorporate the myriad of channels, as well as critical econometric externalities in order for marketers to truly get an accurate view of marketing’s impact. We are thrilled to be a Google launch partner as this signals our commitment to helping brands understand how their marketing investments are driving business results. Through this partnership our advanced analytics models will incorporate more accurate, granular data, giving marketers a more complete understanding of the effectiveness of their marketing and how best to optimize their spend to improve future outcomes.”— Julie Fleischer, Vice President, Product Marketing, Marketing Solutions, Neustar "As the marketing landscape rapidly evolves, it is critical to use the most robust data-streams in our Marketing Mix models to ensure the highest standard of insight quality. Working with Google, we will have better input and better consultative output so that our advertiser clients can best understand what is driving their performance today and make informed decisions for tomorrow.” ‒ Jason Tate, VP of Global Analytics at Nielsen As part of our commitment to providing the industry with trusted, transparent, and independent third-party metrics, we’ll be expanding the program over the coming months. If your company p[...]



This is not a test: Google Optimize now free — for everyone

2017-03-30T08:00:28.862-07:00

Businesses often have one big question for us: How can they better understand their website visitors and deliver more relevant, engaging experiences?To help businesses test and take action, last spring we launched our enterprise-class A/B testing and personalization product, Google Optimize 360. We saw great demand, so we made it more accessible with a free beta version last fall — and that response also exceeded our expectations, with over 250,000 users requesting an Optimize account.Today we're very excited to announce that both Optimize and Optimize 360 are now out of beta. And Optimize is now immediately available to everyone — for free. This is not a test: You can start using it today.Easy to implement A recent survey showed 45% of small and medium businesses don’t optimize their websites through A/B testing.1 The two most common reasons given were a "lack of employee resources" and "lack of knowledge to get started."If you're part of that 45%, Optimize is a great choice for you. Optimize has many of the same features as Optimize 360. It's just right for small and medium-sized businesses who need powerful testing, but don't have the budget or team resources for an enterprise-level solution. Optimize is easy for anyone to set up. Early users of Optimize have been happy with how easy it is to use. In fact, it's built right on top of Analytics, so if you're already an Analytics user you'll add just a single line of code to get Optimize up and running. With just a few clicks more, you can start using your Analytics data to design experiments and improve the online experience for your users.Easy to useWorried about having to hire someone to run A/B tests on your site, or frustrated about not knowing how to do it yourself? Don't be. The Optimize visual editor allows for WYSIWYG (what-you-see-is-what-you-get) editing so you can change just about anything on your site with a drag and a drop. And more advanced users will enjoy the ability to edit raw HTML or add JavaScript or CSS rules directly in the editor. Powerful targeting capabilities within Optimize allow you to serve the right experiences to just the right set of users. And you have flexible URL targeting capabilities to create simple or complex rules for the pages where you want your experiment to run. To find out if a targeting rule you've set will apply to a specific URL on your site, use the new Optimize URL tester. Just enter a URL and the tester will immediately tell you if that page is a match for your targeting rule.Easy to understandOptimize calculates results based on your existing Analytics metrics and objectives using advanced Bayesian methods, so the reporting shows you exactly what you need to know to make better and faster decisions. We’ve also upgraded the improvement overview (see image above) to help you quickly see how an experiment affects the metrics you care about most, whether that means purchases, pageviews, session lengths, or whatever else you’re tracking in Analytics.Easy to try Leading businesses are building a culture of growth that embraces the use of data and testing to improve the customer experience every day. We’re delighted to offer Optimize to everyone to help deliver better user experiences across the board.As of today, Optimize is available in over 180 countries. (A special note for our European users: We’ve added a new data processing amendment to the Google Optimize Terms of Service that you may review in the UI and accept if you wish.) And we're not done yet: Keep an eye out for more improvements and announcements in the future.What are you waiting for? Try it right now! Happy Optimizing! 1Google Surveys, "Website Optimization Challenges for SMBs," Base: 506 Small/Medium Business Owners and Manage[...]



Why Your Testing and Optimization Team Needs a Data Storyteller

2017-03-29T07:00:21.998-07:00

If a test happens on your website and nobody hears about it, does it make a sound?Not to get too philosophical, but that's one of the big challenges of building a culture of growth and optimization: getting the word out. That's why a data storyteller is one of the key members of any testing team.In fact, “communication and data storytelling” was noted as a critical skill for a person who leads testing and optimization efforts, according to a survey of marketing leaders who conduct tests and online experiments.1 The must-have skills rounding out the top three were leadership and, the obvious, analytics.A data storyteller is part numbers-cruncher, part internal marketer, and part ace correspondent from the testing trenches. He or she is someone who can take the sheer data of testing — the stacks of numbers, the fractional wins and losses, the stream of daily choices — and turn it into a narrative that will excite the team, the office, and (especially) the C-suite.Storytelling doesn't just mean bragging about successes. It can also mean sharing failures and other less-than-optimal outcomes. The point is not just to highlight wins: it's to reinforce a culture of growth, to generate interest in experimentation, and to explain why testing is so good for the company."Our test success rate is about 10%," says Jesse Nichols, Head of Growth for Nest. "We learn something from all our tests, but only one in 10 results in some kind of meaningful improvement." That means that a big part of the data storyteller's job is to keep people interested in testing and show them the value.Watch our on-demand webinar “Test with success — even when you fail” to hear more testing and optimization tips.If you're the data storyteller for your team, here are three points to remember:Take the long view.  Gaining support for testing is like rolling a rock up a hill: slow going at first, but once you cross the summit the momentum will take over fast. It takes time, so lay the groundwork with lots of short reports. Don't wait to make formal presentations: Look for chances to drop your message into weekly wrap-ups and other group forums. In short, don’t be afraid to over-communicate. Be specific. It's better to present one great number than 10 so-so ones. Think mosaic rather than mural: Look for specific stories that can represent your larger efforts and broader plans. Keep your eye on the bottom line. In the end, that's what it's all about. You may be thrilled that a call-to-action change from "see more" to "learn more" increased clicks by .03%, but what will really get the CMO and other executives interested is moving the profit needle. As a litmus test, ask yourself, “So what?” If your story doesn’t clearly answer the question in terms the audience cares about, consider giving it a rewrite. And remember that it won't always be small victories. "The things you're so sure are going to work are the ones that go nowhere," says Jesse. "Then you do a throwaway test and it makes the company an extra $500,000." That's a story that everyone will want to hear.Download our eBook How to Build a Culture of Growth to learn more best practices on testing and optimization.1Source: Google Surveys, U.S., "Marketing Growth and Optimization," Base: 251 marketing executives who conduct A/B tests or online experiments, Oct. 2016. Posted by Casey Carey, Director, Platforms & Publisher Marketing [...]



Data Studio: Now create apps, big screen, and docs experiences

2017-03-27T14:27:47.596-07:00

Our vision for Data Studio is to give report creators full control over the viewer experience. Today we’ve added a number of report properties that enable you to create apps, big screen, and document experiences.App Experience: Auto-hide header, no-margins, left hand navClick for full-size imageBig Screen Experience: Auto-hide header, no-margins, 16:9 aspect ratioClick for full-size image Document Experience: Fixed header, margins, custom canvas lengthClick for full-size imageSpecifically we’ve added a number of new report properties giving you the ability to control:The visibility of the report header Using a top or left hand navigation control Whether to show margins The height and width of the canvas We’ve enabled these features on all reports. To use them, just open or create a new report, unselect all components, and you will see these new report properties.Click for full-size imageTo learn more read the report layout options article in our help center.We’re excited to see how creators will customize their reports using these features. Let us know how they work for you in the comments.Post By Nick Mihailovski, Product Manager Data Studio [...]



Join us live on May 23, 2017 as we announce the latest Analytics, DoubleClick and Ads innovations

2017-03-20T08:08:06.047-07:00

What: Google Marketing Next keynote live stream
When: Tuesday, May 23, 9:00 a.m. PT/12:00 p.m. ET.
Duration: 1 hour
Where: Here on the Google Analytics Blog

Be the first to hear about Google’s latest marketing innovations, the moment they’re announced. Watch live as my team and I share new Ads, Analytics and DoubleClick innovations designed to improve your ability to reach consumers, simplify campaign measurement and increase your productivity. We’ll also give you a sneak peek at how brands are starting to use the Google Assistant to delight customers.

Register for the live stream here.

Until then, follow us on Twitter, Google+, Facebook and LinkedIn for previews of what’s to come.

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Two New Analytics Academy Courses and Year-Round Certification

2017-03-30T10:48:35.598-07:00

For three years, many have participated in our free online courses on Analytics Academy, which aim to help you become an analytics expert and learn best practices on how to make your data actionable. In 2013, we started with a single course focused on Digital Analytics Fundamentals, and have since grown our offerings to include Google Tag Manager, Ecommerce and more.Today, we are introducing two new courses for Analytics Academy: Google Analytics for Beginners and Advanced Google Analytics. width="560" height="315" src="https://www.youtube.com/embed/kKPTZNjaKcY?list=PLI5YfMzCfRtZU5Qwzx57HjmZyNE2o5YDN" frameborder="0" allowfullscreen>In Google Analytics for Beginners, you will join instructors Justin Cutroni and Krista Seiden to learn the basics of Google Analytics, including how to create an account, implement the code, and set up filters. You'll also learn how to navigate the interface, analyze reports, set up goals, track campaigns, and create dashboards.Our Advanced Google Analytics course goes in depth on how data gets collected and processed. You’ll learn how to use configurations like Custom Dimensions, Custom Metrics, and Event Tracking. The course also demonstrates advanced techniques, including segmentation, channel reports, audience reports, custom reports, and marketing strategies like remarketing.Both of these courses include interactive demos and activities to apply what you have learned, using our free Google Analytics Demo Account.In addition to this pair of new courses, Analytics Academy has added some new features:• 24/7/365 Certification: You can complete courses at your own pace and earn a certificate of completion at any time. No more certification windows!
• User Profile: You can track your progress and access your certificate from your user profile.
• Track your lesson progress: You can track your progress through a course, and resume a course where you left off. 
Sign up for Google Analytics for Beginners or Advanced Google Analytics and start learning today.  Happy Analyzing.Posted by Katie Richardson, Program Manager, Google Analytics [...]



Happy 1st Birthday, Google Analytics 360 Suite! It’s an insights party, everyone’s invited

2017-03-15T10:00:31.996-07:00

Time flies (and data mounts) when you’re having fun with measurement. One year ago today, we announced our enterprise suite of marketing measurement and analytics solutions, the Google Analytics 360 Suite. Today we wanted to reflect on this first year. Because, well, a lot has changed.  Where we startedAs marketers know, in today’s mobile-first world, people expect more from brands. They want questions answered quickly, and they want a relevant, engaging experience.That’s a tall order. So on March 15, 2016, we introduced the world to the Google Analytics 360 Suite, an enterprise measurement solution comprising analytics, tagging, site optimization, data visualization, attribution, and audience management. It helps marketers get more insights — not more data — and deliver more meaningful experiences to customers. Built from the ground up with modern technology and cross-product integrations, it does the heavy lifting for marketers.Last fall, we welcomed Google Surveys 360 to the suite family, allowing marketers to gauge brand health, get user feedback on site experiences, and understand marketing impact with fast, reliable insights. A great addition to the 360 Suite, Surveys makes getting performance marketing insights and market research to better answer the “why” really easy.It’s just the beginning: we’re on a journey togetherThis past year we’ve continued to check in with marketing decision-makers to see what challenges they still face in their data-driven transformations (so we know where to make product enhancements), and here’s what we’re hearing:Building a culture of growthLeading marketers are embracing data and testing to continually improve the customer experience — or simply, make a website better — day by day. This growth mindset requires a willingness to experiment. And with that comes the challenge of getting comfortable with failure. Remember: There’s still a lot to be learned from (and celebrate in) a success rate of 1 in 10.Dealing with dataWhen we surveyed marketing decision-makers at the end of last year, 61% said they struggled to access or integrate the data they needed in 2016. And 26% of marketers said they didn't have the right analytics talent or enough of it.1 If marketers spend too much time wrangling with data, that means measurement is not always top of mind.Measurement is sometimes an afterthoughtOnly 5 out of 10 marketers said they think about measurement while developing campaign strategy.2 When data keeps pouring in, thinking about what campaign information you need to collect may be the last thing on your mind. But if you don't define your measurement goals from the beginning, you may not collect the right data to understand what's working and what isn't.Big plans for the year aheadMarketers who rethink measurement for a multi-screen world are reaping the benefits. In fact, leading marketers are 75% more likely than the mainstream to have moved to a more holistic model of measurement in the last two years, according to a recent study from Econsultancy and Google.3 But, getting a handle on all your data can take time. And that’s OK.Google has some exciting product developments in the works that will help marketers automatically uncover insights and make smarter, faster decisions. In fact, we recently shared an Analytics 360 update that gives our customers the fastest access to the freshest first-party data we've ever offered.The party’s just getting started. Stay tuned in for another exciting year.Happy analyzing!1 Google Surveys, U.S., "2016–2017 Marketing Analytics Challenges and Goals," Base: 203, mark[...]



Lessons Learned: Testing and Optimization Tales from the Field

2017-03-14T07:30:10.612-07:00

Max van der Heijden is a user experience and conversion specialist at Google who works with companies across Europe, the Middle East, and Africa. Max shares his thoughts about how companies can build a culture of growth and experimentation.How many times have you launched new features or page designs on your website without testing first?In an ideal world, companies should test everything before rolling out site changes. But some websites have too little traffic to generate credible results from experiments, and some bugs should just be fixed if they prevent users from achieving their goal. At the very least, analyze your analytics data and use qualitative methods such as user tests and surveys to validate any improvement ideas you have before implementing. If you have the traffic volume: Test!I’m part of a team at Google that works with advertisers to identify opportunities for improving website user experiences through experiments and testing roadmaps. When our team of UX specialists begins consulting with a new company, the first three things I tell them are:The possibilities for improvement are enormous. Even if an experiment increases your conversion rate by “just 5%,” you can calculate the positive effect on your revenue.What works for one may not work for all. No matter how many times we have seen recommendations or “best practices” work on other — maybe even similar — websites, that does not mean it will work for your users or your business.Expect failures — and learn from them. Testing takes time, and it's hard to know which tests will pay off. Embrace failures and the lessons learned from them.Making the switch from “get-it-live” mode to a test-and-learn mindset takes time and effort. Leading companies are building a culture of growth: one where people focus on using data and testing to optimize the customer experience day by day. Below are some of the key lessons learned as we work with teams embracing this growth mindset.Get top-level supportWhen we first talk with customers, we insist a decision-maker attend our meetings. If there's no support from the top, all of our testing ideas could end up on the shelf collecting dust. Obviously, the marketing executive or CEO won’t have an a-ha moment if you frame testing as a way to improve conversions. The trick is to show how testing impacts a business goal, such as revenue or, better yet, profit. Then the decision-maker will have an ohhh moment: As in, “Ohhh, I knew this was important, but I didn’t think about how a small change could have such a big impact on our bottom line.” Top-level support will help you get the resources you need and unlock the potential of people already working on experiments. The trend we see is typically one or two persons who start doing the optimizations. They are usually mid-level designers or data analysts who have an affinity for conversion rate optimization, but are often working in a silo.On the other end of the spectrum, we see companies that have fully bought into the power of experimentation. Multiple customers even have a group of product managers who work on projects with a group of specialists, including a data scientist, copywriter, designer, and even a design psychologist.Tip: Look for these three types of people to jumpstart a culture of growth in your organization.Prioritize, prioritize, prioritizeYou can't test every idea at once. And prioritization should not be a guessing game.When we surveyed a group of our EMEA advertisers at a conversion rate optimization event, 38% of the respondents said they use their gut or instinct to prioritiz[...]



Agilent Technologies Democratizes Data With Smooth Migration to the Google Analytics 360 Suite

2017-03-09T08:29:49.767-08:00

Agilent Technologies provides laboratories worldwide with instruments, services, consumables, applications, and expertise. They are experiencing a shift as more of their buyers are turning to the web for information on healthcare equipment and services.Image: AdvanceBio Columns Improve Laboratory Workflows (source) As part of a recent digital transformation to meet their audience’s needs, they sought to expand the analytics capabilities of the company. They worked with E-Nor, a Google Analytics 360 Services and Sales Partner, to develop a measurement strategy and support an analytics technology migration to the Google Analytics 360 Suite.Below is a quick summary of how Agilent is democratizing their data with the Google Analytics 360 Suite, to learn more read the full case study.The key challenge was to provide a solution with minimal technical overhead that encouraged analytics adoption within the organization. Agilent also needed a solution that would integrate well with data from other sources. Together, Agilent and E-Nor developed a measurement strategy incorporating business objectives, strategic initiatives, and key performance indicators. They then outlined a complete migration plan to meet many requirements, including implementation, dashboarding, data governance, and more.Once the plan was in place, it was put to motion! E-Nor supported Agilent’s teams through a successful analytics solution migration. As a result, data from Analytics 360 is now used to help make both strategic and niche decisions throughout the organization. BigQuery and Data Studio expand capabilities by providing easy access to advanced analysis for key stakeholders.“Google Analytics 360 has enabled an analytics culture where all digital teams have access to data in real time, and insights can quickly become business action.” Karen Brondum, leader of the Digital Analytics COE at AgilentThanks to Agilent and E-Nor’s collaborative efforts, the company has experienced a 400% growth in analytics users. They were also able to lower the cost of ownership for their analytics program, with less effort from all teams required to get to business insights. Learn more about how they achieved those results in the full case study.p.p1 {margin: 0.0px 0.0px 8.0px 0.0px; line-height: 36.0px; font: 12.0px Arial; color: #000000; -webkit-text-stroke: #000000} p.p2 {margin: 0.0px 0.0px 0.0px 0.0px; line-height: 14.0px; font: 12.0px Arial; color: #000000; -webkit-text-stroke: #000000; min-height: 14.0px} p.p3 {margin: 0.0px 0.0px 0.0px 0.0px; line-height: 20.0px; font: 12.0px Arial; color: #000000; -webkit-text-stroke: #000000} p.p4 {margin: 0.0px 0.0px 0.0px 0.0px; line-height: 20.0px; font: 12.0px Arial; color: #000000; -webkit-text-stroke: #000000; min-height: 14.0px} p.p5 {margin: 0.0px 0.0px 0.0px 48.0px; line-height: 20.0px; font: 12.0px Arial; color: #000000; -webkit-text-stroke: #000000} span.s1 {font-kerning: none} span.s2 {text-decoration: underline ; font-kerning: none; color: #1155cc; -webkit-text-stroke: 0px #1155cc} Posted by Tara Dunn (E-Nor) and Daniel Waisberg (Google) [...]



Data Studio now globally available

2017-03-07T09:00:06.395-08:00

Last month we announced we removed the five report limit in Data Studio, allowing you to create and share as many reports as needed — all for free. Today we are opening up access to 180+ countries, enabling even more businesses to easily connect to data and create beautiful, informative reports that are easy to read, easy to share, and fully customizable.New, powerful featuresIn addition to making Data Studio accessible in more countries, we’re also adding more powerful features to help you better analyze and report on your data, including:FiltersYou can now filter your data in more ways, and it's easier to reuse filters on multiple charts. This new functionality includes:Reuse – Create a filter once and then use it on as many different components on the report as you want. No more recreating identical filters!Compound filtering – Combine multiple AND and OR filter conditions together into one reusable filter.Metric filters – Filter metric values that are too large, too small, or within a specified range.Learn more in the Filter Help Center article.New Filters UIGoogle Analytics segmentsYou can now apply Google Analytics segments to your charts!A Google Analytics segment represents a subset of your data, for example, Returning Users. You can now see all your Google Analytics segments in Data Studio and apply them to any chart. And, if you update the definition of your segments in Google Analytics, those changes will apply to the segments in Data Studio.Learn more in the Segments Help Center article.Data Studio allows you to link to your Google Analytics segments.More powerful data connectorsWe’ve improved several of our most popular data connectors, YouTube, DoubleClick Campaign Manager, and AdWords, by adding many new dimensions and metrics. Some highlights include adding YouTube video title, DoubleClick Campaign Manager revenue and cross-environment conversions broken out by app, AdWords campaign ID, and keyword quality score. For a full list of all the new fields, please see the Data Studio release notes.Google Cloud Platform integrationsWe’re also announcing tighter integration with the Google Cloud Platform to enable faster data reporting at scale and more powerful functionality.File uploadNot all your data resides within SQL or Google databases. Data Studio now has the ability to upload up to 2GB of CSV data for free enabling you to bring in data from anywhere. Have more data? Upload directly into BigQuery using your BigQuery account to take advantage of the scalable processing power of Google's infrastructure.Tighter BigQuery integrationNot only can you upload data directly into BigQuery, Data Studio now supports Standard SQL in BigQuery for custom queries and partitioned tables.Learn more about these new featuresNot sure where to start? You can browse our gallery of Data Studio templates. Need more information on these new features? Visit the Help Center articles for more details:FiltersSegmentsFile UploadAs always, your feedback and questions are welcome in the Data Studio community forum.Happy reporting!Posted by Dave Oleson, Data Studio Product Manager [...]



The life of a help center article

2017-03-07T02:47:50.581-08:00

Google has dozens of help centers both for external and internal products. Our Technical Writers work hard to keep up with new features, constantly adding new articles, reviewing user feedback and usage metrics to improve existing content. They work closely with Product Managers, Engineers, Marketing and other parts of the company to make sure their content is accurate and in line with the messages Google wants to convey.The Google Analytics 360 Suite publishes 8 Help Centers, including Analytics, Tag Manager, Optimize, Attribution and others. With so much knowledge being shared, we thought it would be interesting to our users to understand how we produce this content and where our ideas come from. So we decided to talk to one of our Technical Writers, Rick Elliott, who is responsible for content published in the Data Studio Help Center. allowfullscreen="" frameborder="0" height="360" src="https://www.youtube.com/embed/97n6zVPispg?rel=0&showinfo=0" width="640"> Basically, all help content comes from asking the question: what does the user need? We hope the product is intuitive and easy to use so that extra help is not required, but there are always concepts or flows that require more explanation. So that's the start of a new Help Center article. Depending on the situation, a new article usually stems from 1 of 3 sources:We launch a new feature and it requires documentation.We get questions from users on the help forum that can be answered by a new article.A writer gets a bee in their bonnet and decides we need to document something more fully.After that, it's a process of interviewing the subject matter experts and trying it through lots of sample reports to make sure the flows are right. Once the first draft is done, it is sent out for review and comments, but there may be another round of review and feedback before it gets published. Another big step in the help center content flow is localization: we usually get the translated content out a week or two after publishing the English version. Watch the video to learn more about how Rick developed massive Help sections such as the  chart references and the "warm welcome report".Posted by Daniel Waisberg and Rick Elliottp.p1 {margin: 0.0px 0.0px 13.3px 0.0px; line-height: 47.0px; font: 12.0px Arial; color: #000000; -webkit-text-stroke: #000000} p.p2 {margin: 0.0px 0.0px 13.3px 0.0px; line-height: 20.0px; font: 12.0px Arial; color: #000000; -webkit-text-stroke: #000000} p.p3 {margin: 0.0px 0.0px 13.3px 0.0px; line-height: 20.0px; font: 12.0px Arial; color: #1155cc; -webkit-text-stroke: #1155cc} p.p4 {margin: 0.0px 0.0px 13.3px 0.0px; line-height: 17.0px; font: 12.0px Arial; color: #000000; -webkit-text-stroke: #000000} p.p6 {margin: 0.0px 0.0px 0.0px 0.0px; line-height: 14.0px; font: 12.0px Arial; color: #000000; -webkit-text-stroke: #000000; min-height: 14.0px} li.li2 {margin: 0.0px 0.0px 13.3px 0.0px; line-height: 20.0px; font: 12.0px Arial; color: #000000; -webkit-text-stroke: #000000} li.li5 {margin: 0.0px 0.0px 0.0px 0.0px; line-height: 20.0px; font: 12.0px Arial; color: #000000; -webkit-text-stroke: #000000} span.s1 {font-kerning: none} span.s2 {text-decoration: underline ; font-kerning: none; color: #1155cc; -webkit-text-stroke: 0px #1155cc} span.s3 {font-kerning: none; color: #000000; -webkit-text-stroke: 0px #000000} ol.ol1 {list-style-type: decimal} [...]



Real-time just got real: Google Analytics 360 offers fresher insight

2017-03-01T10:23:03.325-08:00

You’ve just launched a website or feature. Your toe is already tapping. Wait, wait, wait — you can hardly wait one hour to see exactly how it’s performing. Sound familiar? If you’ve been there, we have exciting news for you.Google Analytics 360 can now provide updated insights as quickly as every 10 minutes. We’re proud to give our customers the fastest access to the freshest first party data Google Analytics has ever offered. What did you just say?!If you need to know how your sites, microsites, or digital engagements are doing right now, we’ve got you covered. Most first-party data in Analytics 360 can now be collected, processed, and available — via our UI, API, and BigQuery integration (coming soon) — in as fast as 10 minutes. This means you can move faster to: Fix things when they’re brokenDetect trends and react when things are popular Understand and take action on the impact of cultural events or social memes To see how fresh the data is in your report at any time, just look for this icon in the upper right: When you see this icon, it means you’re looking at today’s data and the report is supported and super fresh. Hover over the icon to see how fresh the data is!This new level of freshness is only available to Analytics 360 users. To learn more about which reports, views, and properties support fresher data, and the factors affecting data freshness, check out our help center. Some site owners just can’t waitBrands and sites in the business of capitalizing on momentary consumer attention are excited about fresher insights. Take the case of publishers and retailers as an example. Publishers strive to put the richest, most interesting content in front of users at any given point in time. The trick is understanding what’s rich and interesting right now — and that’s a constantly moving target. Publishers have long referenced our real-time Google Analytics reports to make decisions, but sometimes they’re looking for deeper insight than what is provided in those reports. Fresher insights across additional Google Analytics reports help our publishers make even more informed content decisions, paving the way to better user acquisition, user engagement, and a stronger relationship between content consumer and publisher brand.Online retailers are in the same boat. When celebrities wear a product or mention a brand on social media, product interest may spike. Retailers may have just minutes to capitalize on purchase intent before it wanes.When a product’s popularity is on the rise, retailers can react by upping its prominence to capture interest, running focused promotions or recommending related products to expand consideration. With fresh insights available as soon as every 10 minutes, retailers move faster and turn trending interest into sales.Speed is good, but safety comes firstAs you know, Google Analytics has the ability to pull in data from other sources like AdWords and DoubleClick. We refer to these as “integration sources” and these sources operate with additional requirements, like fraud detection, that mean that the data in these reports are exempt from our enhanced freshness capabilities. For example, any report with Ads data, including a dimension widened by an Ads integration, will continue to be made available within hours. For further details on which reports are supported or not supported, please read the help center article here. Posted by Breen Baker, on behalf of the Google Analytics team [...]



Audience Data Mining Case Study: PBS & LunaMetrics

2017-03-01T07:28:23.049-08:00

Google Analytics 360 can be used to collect and process a wealth of data, and there are many opportunities to make use of it. But some companies want to take advantage of the powerful data mining tools offered by the Google Cloud Platform: enter the Google Analytics 360 export to BigQuery. Today we're publishing a new case study developed by LunaMetrics and PBS, showing how Google Analytics 360 and the Google Cloud Platform were used  to classify audiences to improve user experience design, personalization, and targeting for marketing and messaging. PBS television programming reaches millions of people, and its website PBS.org is an online content hub that supports that television experience and provides online video streaming content. PBS.org, like many websites, strives to understand its users and their needs for features and content by developing personas and audience segmentation. Personas often begin with anecdotal knowledge of customers or users and can be informed by many kinds of data, including interviews and other qualitative ethnographic data as well as surveys and other quantitative market research.PBS was able to develop an additional approach with Google Analytics 360 and its BigQuery export: employing a data-driven method to classify audiences. PBS already had a robust Google Analytics implementation, with the default information enhanced by Event Tracking for on-page interactions and a wealth of internal information surfaced and stored in Custom Dimensions.A data mining algorithm classified clusters of similar users based on a number of behavioral factors.PBS partnered with LunaMetrics on a Data Science Solutions project to distill large and complex datasets like these into concrete, usable results. LunaMetrics applied data mining techniques to find patterns of audiences based on their website behavior. Using BigQuery along with Google Cloud Platform products such as Cloud Datalab and Cloud Storage, they were able to extract answers from over 330 million website sessions.The analysis identified six distinct groups of users, for instance those who primarily focus on either particular kinds of content (such as news or information for parents) or features (with different preferences for watching video online or on TV-connected devices). PBS was able to use these findings to reinforce and refine their existing personas, now based on behavioral data.  Moving forward, these personas can inform the creation of new audiences to be used in remarketing, advanced reporting and content experimentation.For more information, check out the full case study. For the technical details, check out Audience Modeling with Analytics 360 and Google Cloud Platform on the LunaMetrics blog.Posted by Jonathan Weber (Lunametrics) and Daniel Waisberg (Google)p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; line-height: 20.0px; font: 12.0px Arial; color: #000000; -webkit-text-stroke: #000000} p.p2 {margin: 0.0px 0.0px 0.0px 0.0px; line-height: 14.0px; font: 12.0px Arial; color: #000000; -webkit-text-stroke: #000000; min-height: 14.0px} p.p3 {margin: 0.0px 0.0px 0.0px 0.0px; line-height: 20.0px; font: 12.0px Arial; color: #000000; -webkit-text-stroke: #000000; min-height: 14.0px} span.s1 {font-kerning: none} span.s2 {text-decoration: underline ; font-kerning: none; color: #1155cc; -webkit-text-stroke: 0px #1155cc} [...]



‘All Killer, No Filler’: The Next Web finds the right message with Google Optimize 360

2017-02-15T08:05:19.246-08:00

In a world where consumer behavior can shift on a dime, marketers constantly ask themselves: How can we be more useful to our customers? With all the data businesses collect, the challenge becomes tuning out the noise to focus on insights your team can act on. Today’s most successful businesses have turned to a new approach: building a culture of growth and optimization. This is where everyone in an organization is using data to test and learn as a means to improve the customer experience every day.The Next Web, a technology-media company and online publisher, has embraced this testing culture and turned to Google Optimize 360 to help them find just the right message to drive readers to their conference website.The Next Web Case Study The Next Web’s conferences bring tech leaders, entrepreneurs, and marketers together to innovate, share, and look ahead. The first TNW conference was created in 2006 by Patrick de Laive and Boris Veldhuijzen van Zanten, when they couldn’t find the kind of event they needed to showcase their own startup.That first event drew a respectable 280 attendees, but the founders knew they needed a better way to promote future TNW conferences. That’s when they launched thenextweb.com, a tech news and culture website that today attracts 8 million users a month. The Next Web’s two annual conferences in New York City and Amsterdam now draw over 20,000 attendees.The Next Web’s marketing team uses promotional messages within articles on thenextweb.com to drive potential attendees to the conference website and sell tickets. To find out which combination of messages works best, they used Google Optimize 360, an integrated part of the Google Analytics 360 Suite. "We want more people to read content on thenextweb.com as a first step," says Martijn Scheijbeler, who leads the marketing team's efforts. "If we can convince them to become a loyal user, we can try to interest them in different opportunities. In the end, we’d like them to join us at one of our events to experience what The Next Web is really about." With one of its conferences coming up, The Next Web's marketing team wanted to compare different headlines and descriptions to see which combination would drive more readers to its conference page. Using Optimize 360, The Next Web team ran a multivariate experiment to discover the combinations that worked best. For The Next Web, the results were clear: The "All Killer, No Filler" headline with the "This one's different, trust us" description was the winner. During the experiment it performed 26.5% better than the original headline and description, with a 100% probability to beat baseline.Today The Next Web team tests and optimizes its conference messages day by day. Better messaging means more traffic to The Next Web conference site, and that means more attendees. It also gives the marketing team extra wins like higher awareness and more newsletter signups.“Optimize 360 and Analytics 360 make testing easy for us,” Martijn says. “They give us much better insights into how many clicks we’re getting for each message. We’re reaching more people who want to come to our conferences, and those better results are going right to our bottom line.”For more, read the full case study with The Next Web. Posted by Tiffany Siu, Product Marketing Manager, Optimize 360 [...]



A Love Story for the Ages: Marketing Commits to Measurement

2017-02-14T07:00:06.638-08:00

Marketing and Measurement have been flirting for a long time now. But if these two finally get past the awkward stage and form a lasting bond, beautiful things can happen.Working together, Marketing and Measurement can uncover insights that will improve your marketing, your customer experiences, and ultimately your business. To reach that next relationship level, Marketing can’t just casually date Measurement when it’s convenient. They need a real commitment.The secret to a strong relationship“For growth-driven marketers, measurement isn't an afterthought. It's one of the key reasons they’re succeeding and growing in an ever-changing, mobile-first world,” said Matt Lawson, Google's Director of Performance Ads Marketing.Leading marketers are 75% more likely than the mainstream to have moved to a more holistic model of measurement in the last two years.1When Marketing and Measurement “put a ring on it,” the future looks bright. Leading marketers are 75% more likely than the mainstream to have moved to a more holistic model of measurement in the last two years, according to a recent study from Econsultancy and Google. What’s more, the same study shows leading marketers were more than twice as likely to have significantly exceeded their top business goal in 2015.2Don’t expect ‘happily ever after’Engagement isn't where the story ends, of course.Along the way, Marketing and Measurement may experience setbacks or failures as they test and learn from each other. In a recent survey of marketing decision makers with analytics initiatives, 61% of respondents said they struggled to access or integrate the data they needed last year.3As with any relationship, Marketing and Measurement will need to “work on it.” And as this love story evolves, they will need to let go of traditional measurement practices and embrace a growth mindset that rethinks and remakes marketing measurement for the future.If Marketing and Measurement are ready for a serious commitment at your company, here are three keys to a successful partnership:Collaborate to identify and measure what really matters to your businessCommunicate key insights uncovered from your data to help support decision makingTake action to ensure those insights lead to better customer experiencesDownload “Driving growth with marketing measurement in a mobile world,” a new report from Econsultancy and Google, for more best practices for marketing leaders.1,2 Econsultancy and Google, Analytics and Measurement Survey, 2016, Base: n=500 marketing and measurement executives at North American companies with over $250MM in revenues 3 Google Surveys, U.S., "2016–2017 Marketing Analytics Challenges and Goals," Base: 203, marketing executives who have analytics or data-driven initiatives, Dec. 2016. Posted by Karen Budell, Content Marketing Manager, Google Analytics 360 Suite [...]