Google Analytics is getting an upgrade! Since Google introduced Google Analytics back in 2005, it has become the industry standard. A simple, free method of getting a bird’s eye view into who’s searching for what on the internet. Millions of business owners worldwide rely on Google Analytics to make informed decisions about how to position and present the products and services they make available on the web. It is an invaluable marketing tool.
Unfortunately, Google Analytics is also a bit long in the tooth. Not only is the design of the analytics dashboard more than a little dated, but the information it contains is also of increasingly less immediate value.
Google isn’t blind to this, of course, and recently, the company announced a significant upgrade to its Google analytics platform that will lean heavily on recent advances in machine learning. Additionally, the coming changes will present a unified app and web reporting feature that will provide improved integration and make the analytics platform easier to use.
Vidhya Srinivasan, the VP of Measurement, Analytics, and Buying Platforms at Google, says about the Google Analytics upgrade, “The new Analytics designs are to adapt to a future with or without cookies or identifiers. It uses a flexible approach to measurement, and in the future, will include modeling to fill in the gaps where the data may be incomplete. This means that you can rely on Google Analytics to help you measure your marketing results and meet customer needs now as you navigate the recovery and as you face uncertainty in the future.”
Google’s New Alert System
Perhaps the most significant improvement comes in the new alert system, which notifies Google Analytics users about significant trends in their data that can significantly help calculate purchasing probability and churn.
The coming updates are exciting, indeed. Google introduced the foundations of the Analytics upgrade last year in beta, and so far, the reception of the rollout is favorable. People who use the new, more robust platform are only better able to manage their data, and that’s an excellent thing. There’s no word yet when the changes will move out of beta and into the mainstream, but it will be impressive.
