As the marketing world prepares to impact having much less consumer data to work with, with the advent of Apple ATT updateand Google are working on similar measures, Google has today announced a new update for Google Analytics that aims to provide campaign response information in a privacy-friendly manner.
Google’s evolutionary machine learning systems will now be able to model conversions in Google Ads based on past insights and broader response information, to basically provide an estimate of audience response when actual response data is not present.
As he explained Google:
“Later this year, we will expand our modeling capabilities to specific reports in Google Analytics 4 properties to improve your understanding of user travel when observed behavioral data is not available. If users do not agree to analytics cookies, you will still be able to create important insights customers respecting your users’ privacy preferences. “
For example, Google says that if the data in your User Acquisition report is incomplete, its new modeling process will aim to fill in the gaps to provide a greater perspective on the number of new users your campaigns have acquired.
Which isn’t perfect, but with more users now opting out of data tracking, and large technology platforms under increasing pressure providing more consumer options on this side, this is the situation we’re in, and with data modeling you may be able to negate at least some impacts, based on Google’s advanced understanding of behavior and response trends.
In addition to this, Google is adding some new reporting capabilities within Google Analytics.
First, Google notes that in the new Google Analytics format, users will now be able to more easily access relevant reports in the left sidebar of the app.
This will facilitate insight into the various available reporting options and quick access to more detailed data based on your insights.
Google has also updated An advertising space that will now provide a quick snapshot of key performance measures. Users can touch for deeper insights.
Google has also added some new items to the Report item:
“For the first time, within the Report Workspace, users with administrator access will be able to prepare an Analytics interface and reports to meet the specific needs of their teams. Administrators can easily edit existing reports or even create completely new custom reports. They can also customize left navigation to group reports into collections and create custom views to highlight information. “
This will facilitate teamwork and ensure that all staff remain focused on key tasks.
Google has also added two new attribution reports – ‘Conversion Paths’ and ‘Model Comparison’.
The “Conversion Paths” report will allow companies to see their customers travel across the channel, while also including a new “conversion credit visualization” to get a better insight into ROI per channel.
In the meantime, the ‘Model Comparison’ report will allow companies to evaluate campaign performance using different attribution models and compare how each affects the value of your marketing channels.
All of these features have an advanced level of understanding, but for those who want to gain a better insight into user behavior while moving through new privacy influences, this could be helpful for your process.
You can read more about the latest Google Analytics updates here.