Category Archives: Announcements

Smarter attribution for everyone

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 customers

Last 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.

Hello Fresh, 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 Hello Fresh a more accurate measurement of the number of conversions each channel is driving. And because Google Attribution is integrated with AdWords, Hello Fresh 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, HelloFresh

Pixers, 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 increasing number of campaigns. The results have significantly exceeded expectations as we managed to cut the CPA while obtaining larger conversion volumes.”- Arkadiusz Kuna, SEM & Remarketing Manager at Pixers

Google Attribution can also help brands get a better understanding of their customer’s path to purchase. eDreams ODIGEO, an online travel company, knows that people don’t usually book flights or hotels after a single interaction with their brand. It often requires multiple interactions with each touchpoint having a different impact.

“Some channels open the customer journey and bring new customers, whereas other channels are finishers and contribute to close the sales. Google Attribution is helping us to understand the added value of each interaction. It enhances of our ability to have a holistic view of how different marketing activities contribute to success.”
– Manuel Bruscas, Director of Marketing Analytics & Insights, eDreams ODIGEO

Next steps

In the coming months we’ll invite more advertisers to use Google Attribution. If you’re interested in receiving a notification when the product is available for you, please sign up here.

Don’t forget, even before adopting Google Attribution, you can get started with smarter measurement for your AdWords campaigns. With attribution in AdWords you can move from last-click to a better attribution model, like data-driven attribution, that allows you to more accurately measure and optimize search and shopping ads.

Posted by Bill Kee, Group Product Manager, Measurement and Attribution

Continue reading Continue reading

Posted in Announcements, Attribution | Comments Off

Better tools for teams of all sizes

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 management

With 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 organization
  • Audit existing users and decide which products and features they should have access to
  • Remove users who have left your organization or no longer need access to the tools
  • See the last time a user in your organization accessed Google Analytics data
  • Allow users to discover who are your organization’s admins and contact them for help

New home page

Setting 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 navigation

Finally, 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 started

If 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

Continue reading Continue reading

Posted in Analytics, Announcements | Comments Off

New: Streaming Google Analytics Data for BigQuery

Streaming data for BigQuery export is here.

Today we’re happy to announce that data for the Google Analytics BigQuery export can be streamed as often as every 10 minutes into Google Cloud.

If you’re a Google Analytics 360 client who wants to do current-day analysis, this means you can choose to send data to BigQuery up to six times per hour for almost real-time analysis and action. That’s a 48x improvement over the existing three-times-per-day exports.

What can I do with streaming data delivery?
Many businesses use faster access to their data to identify and engage with clients who show an intent to convert.

For example, it’s well known that a good time to offer a discount to consumers is just after they’ve shown intent (like adding a product to their cart) but then abandoned the conversion funnel. An offer at that moment can bring back large numbers of consumers who then convert. In a case like this, it’s critical to use the freshest data to identify those users in minutes and deploy the right campaign to bring them back.

More frequent updates also help clients recognize and fix issues more quickly, and react to cultural trends in time to join the conversation. BigQuery is an important part of the process: it helps you join other datasets from CRM systems, call centers, or offline sales that are not available in Google Analytics today to gain greater context into those clients, issues, or emerging trends.

When streaming data is combined with BigQuery’s robust programmatic and statistical tools, predictive user models can capture a greater understanding of your audience ― and help you engage those users where and when they’re ready to convert. That means more sales opportunities and better returns on your investment.

What’s changing?
Those who opt in to streaming Google Analytics data into BigQuery will see data delivered to their selected BigQuery project as fast as every 10 minutes.

Those who don’t opt-in will continue to see data delivered just as it has been, arriving about every eight hours.

Why is opt-in required?
The new export uses Cloud Streaming Service, which costs a little extra: $0.05 per GB (that is, “a nickel a gig”). The opt-in is our way of making sure nobody gets surprised by the additional cost. If you don’t take any action, your account will continue to run as it does now, and there will be no added cost.

What data is included?
Most data sent directly to Google Analytics is included. However, data pulled in from other sources like AdWords and DoubleClick, also referred to as “integration sources”, operate with additional requirements like fraud detection. That means that this data is purposefully delayed for your benefit and therefore exempt from this new streaming functionality.

For further details on what is supported or not supported, please read the help center article here.

How do I get started?
You can start receiving the more frequent data feeds by opting in. To do so, just visit the Google Analytics BigQuery linking page in the Property Admin section and choose the following option:

You can also visit our Help Center for full details on this change and opt-in instructions.

Posted by Breen Baker, on behalf of the Google Analytics team

Continue reading Continue reading

Posted in Analytics, Analytics 360, Analytics 360 Suite, Announcements | Comments Off

Now Optimize users can innovate in 37 new languages

It just got a whole lot easier to share Google Optimize with your teams around the world.

Optimize is now available in 37 new languages. Got a team in Thailand? No trouble. Cross-functional partner in Croatia? You’re covered. You’ll find the full list of supported languages here.

We’re always glad to bring our products to more of the world. But in this case, we’re extra excited about the way this will help teams collaborate and innovate not just across the office but across the globe.

In this data-rich world, everyone in your company needs to be part of building a culture of growth: a culture that embraces testing and analytics as the best way to learn what customers like most and to improve their experience day by day. Optimize opens the door for innovators at every level to explore how even tiny UI changes can improve results. 

Often those innovators take the form of a small “X-team” — maybe an analyst, a designer, and an engineer working together and totally focused on testing and optimization. With Optimize, a group like that can create changes in minutes instead of days, and they can more easily share that growth mindset and inspire others across their organization.

Now with 37 more languages in play, Optimize makes it possible for many more local teams to take on the role of optimizers, innovators, and culture-changers.

If you have team members who have selected one of the 37 new languages in their Google Account preferences, they’ll see Optimize in that language whenever they next sign in. (If you’d like to select a language preference just for Optimize, you can do so in your Optimize user settings at any time.) And if you’re happy with your current Optimize language, you’re fine: No action is needed.

To learn more about your global language options, visit our help center. Happy optimizing!

Posted by Rotimi Iziduh, Product Manager, Google Optimize

Continue reading Continue reading

Posted in Announcements, Optimize | Comments Off

Ask a question, get an answer in Google Analytics

What if getting answers about your key business metrics was as easy as asking a question in plain English? What if you could simply say, “How many new users did we have from organic search on mobile last week?” ― and get an answer right away?

Today, Google Analytics is taking a step toward that future.  Know what data you need and want it quickly? Just ask Google Analytics and get your answer.

This feature, which uses the same natural language processing technology available across Google products like Android and Search, is rolling out now and will become available in English to all Google Analytics users over the next few weeks.

The ability to ask questions is part of Analytics Intelligence, a set of features in Google Analytics that use machine learning to help you better understand and act on your analytics data. Analytics Intelligence also includes existing machine learning capabilities like automated insights (now available on both web and the mobile app), smart lists, smart goals, and session quality.

How it Works
We’ve talked to web analysts who say they spend half their time answering basic analytics questions for other people in their organization. In fact, a recent report from Forrester found that 57% of marketers find it difficult to give their stakeholders in different functions access to their data and insights. Asking questions in Analytics Intelligence can help everyone get their answers directly in the product ― so team members get what they need faster, and analysts can spend their valuable time on deeper research and discovery.
Try it! This short video will give you a feel for how it works:

“Analytics Intelligence enables those users who aren’t too familiar with Google Analytics to access and make use of the data within their business’ account. Democratising data in this way can only be a good thing for everyone involved in Google Analytics!”
Joe Whitehead, Analytics Consultant, Merkle | Periscopix

Beyond answering your questions, Analytics Intelligence also surfaces new opportunities for you through automated insights, now available in the web interface as well as in the mobile app. These insights can show spikes or drops in metrics like revenue or session duration, tipping you off to issues that you may need to investigate further. Insights may also present opportunities to improve key metrics by following specific recommendations. For example, a chance to improve bounce rate by reducing a page’s load time, or the potential to boost conversion rate by adding a new keyword to your AdWords campaign.

To ask questions and get automated insights from Analytics Intelligence in our web interface, click the Intelligence button to open a side panel. In the Google Analytics mobile app for Android and iOS, tap the Intelligence icon in the upper right-hand corner of most screens. Check out this article to learn more about the types of questions you can ask today.

Help us Learn
Our Intelligence system gets even smarter over time as it learns which questions and insights users are interested in. In that spirit, we need your help: After you ask questions or look at insights, please leave feedback at the bottom of the card.

Your answers will help us train Analytics Intelligence to be more useful.

Our goal is to help you get more insights to more people, faster. That way everyone can get to the good stuff: creating amazing experiences that make customers happier and help you grow your business.
Happy Analyzing!

Posted by Annissa Alusi, Ajay Nainani, and the Google Analytics team

Continue reading Continue reading

Posted in Analytics, Analytics 360, Analytics 360 Suite, Announcements, Features, Machine Learning | Comments Off

Solving the enterprise attribution challenge

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 360

Just 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 setup
Attribution 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 Dixons
Flexible data
Attribution 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 TV
The 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 action
Of 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 360

Launched 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 cost per acquisition.

“With careful data analysis and insights from Attribution 360, we’ve increased our quote volume and lowered our overall cost per acquisition. We’re now able to re-invest what we’ve saved back into paid search and put real pressure on our competitors.” - Sophia Glennon, PPC Manager at Confused.com You can read the full Confused.com case study here.

We look forward to sharing more updates on Attribution and Attribution 360 as we continue to invest in features and expand availability to more marketers.
Posted by Stefan Schnabl, Product Manager, Google Attribution 360

Continue reading Continue reading

Posted in Announcements, Attribution, Attribution 360 | Comments Off

Powering ads and analytics innovations with machine learning

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-click

Today, 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 up
  • Lose track of the customer journey when people move between devices
  • Aren’t integrated with ad tools, making it difficult to take action

As 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 stores

Mobile 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 to showcase special offers and what’s in-stock at nearby stores. Now, you can also make it easy for them to find a store from your YouTube video ads using location extensions.

We introduced store visits measurement back in 2014 to help marketers gain more insight about consumer journeys that start online and end in a store. In under three years, advertisers globally have measured over 5 billion store visits using AdWords.

Only Google has the advanced machine learning and mapping technology to help you accurately measure store visits at scale and use these insights to deliver better local ad experiences. Our recent upgrade to deep learning models enables us to train on larger data sets and measure more store visits in challenging scenarios with greater confidence. This includes visits that happen in multi-story malls or dense cities like Tokyo, Japan and São Paulo, Brazil where many business locations are situated close together. Store visits measurement is already available for Search, Shopping and Display campaigns. And soon this technology will be available for YouTube TrueView campaigns to help you measure the impact of video ads on foot traffic to your stores.

Still, measuring store visits is just one part of the equation. You also need insights into how your online ads drive sales for your business. You need to know: are my online ads ringing my cash register? In the coming months, we’ll be rolling out store sales measurement at the device and campaign levels. This will allow you to measure in-store revenue in addition to the store visits delivered by your Search and Shopping ads.

If you collect email information at the point of sale for your loyalty program, you can import store transactions directly into AdWords yourself or through a third-party data partner. And even if your business doesn’t have a large loyalty program, you can still measure store sales by taking advantage of Google’s third-party partnerships, which capture approximately 70% of credit and debit card transactions in the United States. There is no time-consuming setup or costly integrations required on your end. You also don’t need to share any customer information. After you opt in, we can automatically report on your store sales in AdWords.

Both solutions match transactions back to Google ads in a secure and privacy-safe way, and only report on aggregated and anonymized store sales to protect your customer data.

Virgin Holidays discovered that when it factors in store sales, its search campaigns generate double the profit compared to looking at online KPIs alone. A customer purchasing in-store after clicking on a search ad is also three times more profitable than an online conversion. Says James Libor, Performance Marketing and Technology Manager, “Store sales measurement gives us a more accurate view of the impact our digital investment has on in-store results, especially through mobile. This has empowered us to invest more budget in Search to better support this critical part of the consumer journey.”

Machine learning delivers more powerful audience insights to search ads

People are often searching with the intent to buy. That’s why we’re bringing in-market audiences to Search to help you reach users who are ready to purchase the products and services you offer. For example, if you’re a car dealership, you can increase your reach among users who have already searched for “SUVs with best gas mileage” and “spacious SUVs”. In-market audiences uses the power of machine learning to better understand purchase intent. It analyzes trillions of search queries and activity across millions of websites to help figure out when people are close to buying and surface ads that will be more relevant and interesting to them.

This is an important moment for marketers. The convergence of mobile, data and machine learning will unlock new opportunities for marketers — and I’m excited to be on this journey with all of you.
Please join us at 9:00 a.m. PT/12:00 p.m. ET to see the entire keynote at Google Marketing Next, and all the other innovations we’re planning to announce for ads, analytics and DoubleClick.

Posted by Sridhar Ramaswamy, Senior Vice President of Ads & Commerce

Continue reading Continue reading

Posted in Announcements, Attribution, mobile | Comments Off

Firebase Analytics Gets New Features and a Familiar New Name

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 AdMob
App 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 Beta
We’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 platforms beyond AdWords and DoubleClick, so we continue to invest in integrating more third-party networks into our system. (We’re now at 50 networks and growing). The goal: to allow app data from all your networks to come together in Google Analytics, so you can make even better advertising choices using all the data you collect. Learn more.

Real-time analytics for everyone
Google Analytics pioneered real-time reporting, so we know how important it is for our customers to have access to data as it happens. That’s why we’re so excited by the real-time capabilities we’ve introduced into our latest app reports. To refresh an announcement we made in March: StreamView and DebugView are now available to the general public. These features allow you to see how real-world users are interacting and performing with your app right now.

StreamView visualizes events as they flow into our app reporting to give you a sense of how people around the world are using your app, right down to the city level. Then Snapshot lets you zoom-into a randomly selected individual user’s stream of events. And DebugView uses real-time reporting to help you improve your implementation – making it easy for you to make sure you’re measuring what you want how you want. DebugView is a terrific tool for app builders that shows you events, parameters and user properties for any individual development device. It can also highlight any events that contain invalid parameters.

Same product, familiar new name
As mentioned above, we’re rebranding Firebase Analytics to make it plain that it’s our recommended app analytics solution, and is fully a part of the Google Analytics family.

Our latest reports represent a new approach to app analytics, which we believe better reflects the way that users interact with apps. This means that these reports have different concepts and functionality when compared to the original app analytics reports in Google Analytics.

If you’re used to using the original app analytics reports in Google Analytics, don’t worry: they’re not going anywhere. But we recommend considering implementing the Firebase SDK with your next app update so you can start getting the latest features for app analytics.

Good data is one thing everyone can agree on: developers and marketers, global firms and fresh new start-ups. We’ve always been committed to app-centric reports, because analytics and data are the essential beginning to any long-term app strategy. We hope that these new features will give you more of what you need to build a successful future for your own apps.

Posted by the Google Analytics team

Continue reading Continue reading

Posted in Analytics, Analytics 360, Announcements, Firebase, mobile | Comments Off

Google Analytics is Enhancing Support for AMP

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 Ana… Continue reading Continue reading

Posted in Analytics, Analytics 360, Announcements, mobile | Comments Off

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

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 partners

We’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 provides marketing mix model services and you’re interested in learning more about the partner program, please sign up here.

Posted by Mallory Fetters, Product Manager, Marketing Mix Models

Continue reading Continue reading

Posted in Announcements, Attribution | Comments Off