As it slowly progresses toward a cookie-free web environment, which will change the way data is processed and attributed, Google wants to add more machine learning tools to Google Analytics, as well as additional insights that will help marketers better understand their web performance.
First of all, Google wants to add more insight to search, with a new integration with its Search Console platform.
As Google explained:
“Search Console provides detailed information about the organic search performance of your website, including the ranking of the website in search results, queries that led to clicks, and post-click data, such as engagement sessions and conversions. With the new integration of the Search Console, you’ll be able to understand the role that organic search plays in driving traffic and engagement on your site compared to other marketing channels such as search-targeted, email, or social media ads.”
Analytics have always included a variety of search insights, and for many, they will be enough to provide a picture of how Google search directs traffic to your site (or not). But for those looking to further optimize their SEO processes, the new Search Console integration will provide more specific data that could help you develop a more comprehensive and engaging SEO optimization process.
In addition, Google adds attribution based on data, no minimum threshold requirement, Google Analytics properties 4.
“Google’s data-driven attribution models give you a better understanding of how all of your marketing activities together affect your conversions, so you don’t overestimate or underestimate a single channel. Unlike last-click attribution, where 100% of the credit goes to the final interaction, data-based attribution distributes credit to each marketing touchpoint based on how much the touchpoint has had an impact on driving conversion. ”
Google is working to move away from attributing the last click whenever possible, as it is not an accurate indicator of overall digital marketing performance. Accordingly, so has Google recently announced which makes data-based attribution is the default attribution model for all new conversion actions in Google AdS, and its addition to Analytics further integrates this approach into a broader set of marketing tools.
Finally, Google is also working to curb the loss of attribution data, amid a shift to additional data privacy controls, by adding new modeling prediction capabilities to Analytics.
“Using Google’s advanced modeling technology, the new Google Analytics allows you to fill in the gaps in your understanding of user behavior when cookies and other identifiers are not available. It analyzes vast amounts of historical data, identifies correlations and trends between key data points and uses these insights to predict user travel. ”
Increasingly, as Apple’s new data privacy changes take effect, and Google itself seeks more data privacy control options for users, it will mean that marketers will have less data to continue, and Google, along with Facebook, hopes to it compensates for insight losses with precise modeling and prediction tools, based on user behavior over time.
It remains to be seen how effective each option can be, for each brand and business, but new modeling options will now be available in Analytics, and conversion modeling in attribution reports and behavior modeling soon.
Google Analytics remains a key tool for marketers, and these new options seek to better align the platform with the latest changes, ensuring it remains a key data provider to help inform and guide your strategic thinking in different fields. It will take some time and testing to measure the benefits of each, but they give you more options to help you make changes.
Friendly communicator. Music maven. Explorer. Pop culture trailblazer. Social media practitioner.