Google Analytics – New Releases, New Insights
Google has announced new features within Google Analytics reporting to move towards a more user rather than channel-centric focus. The new reports add insights into user behaviour, audience-specific data and conversion probability.
This all means that businesses will be better able to understand their full customer journey and keep the user as the focus of all marketing strategy.
Here’s a quick look at what the new features are and how they can help you:
Users added as the primary traffic metric
Businesses now have the option to enable users as the first metric to show in the acquisition section of their reports.
How do users and sessions differ?
Sessions report on the number of times someone visits your site. By default, a session lasts for 30 minutes of inactivity, however this can be altered to reflect the nature of the business. For example, a banking website or app would want to reduce this to replicate the automatic signing out system for security reasons.
Users, however reports on the individual people visiting the site.
For accurate reporting on users, google analytics requires the user to login so their data can then be attributed to a user-ID, allowing businesses to attribute their behaviour to a non-personal identifiable unique number. If the user does not login or if the user-ID is not set up, the user metric tracks individual devices. So, if one person visits your website on their desktop, mobile and tablet this would show in Google Analytics as 3 different users.
Lifetime metrics and dimensions available for individual users
Providing a business is using User-IDs within their Google Analytics configuration, they can have the User Explorer report.
This gives a report on the individual user’s activity on your site providing insight into the individual lifetime value of a particular user (based on the lifetime of the cookie).
These metrics include:
- Sessions (LTV and Current)
- Session Duration (LTV and Current)
- Revenue (LTV and Current)
- Transactions (LTV and Current)
For each user, a business will now be able to see the acquisition date, acquisition channel, acquisition source/medium and, if applicable, campaign.
This report provides a log of sessions against a date with details of the session duration, device type, default channel and activity on-page (includes pageviews, goals, ecommerce and events).
This report allows businesses to understand the full customer journey a lot better and could be used to understand the behaviour of the most valuable users to help assist digital marketing strategies. It can also help offer businesses a better understanding of the cross-channel and cross-device behaviours.
Audiences in Reports
Google Analytics has introduced a new report providing acquisition, behaviour and conversions metrics to audiences created in the Google Analytics account. Google has announced that this report will enable business to see a cross-channel view of the audiences created in Google Analytics.
This will help business segment their users into audiences to provide more insights into their behaviour when on the site, including conversions.
Historically, businesses would have exported these audiences into other software such as AdWords, however, this report enables businesses to assess the performance of selected audiences within Google Analytics.
Reports on users most likely to convert (Beta)
Utilising Analytics Intelligence, Google Analytics is now able to estimate how likely an individual user is to convert. Using similar data modelling techniques to Smart Lists and Smart Goals, Analytics is able to predict the likelihood of a user converting in the next 30 days.
In this report, the probability of conversion is worked out as a percentage and presented in a table against the Default Channel Grouping dimension with the option to change the primary dimension to Source/ Medium, Source or Medium.
However, the Avg. Conversion Probability metric is available in custom reports if you require different dimensions. The report requires a minimum of 1000 ecommerce transactions per month to be able to activate the Conversion probability report and 30 days data to model. Once this report is activated businesses can use conversion-probability data and are able to segment by this data to generate more insights into their analytics. For example, Google explains you can create a segment for conversion probability >75.
By focusing on user behaviours rather than channels, the new Google Analytics features and reports enables businesses to analyse the most valuable users and incorporate the insights into a user-centric strategy designed to help them grow.