Google is bringing some new, AI-powered elements to Google Analytics to help marketers make more informed decisions, and capitalize on key opportunities as they arise.
The new updates are part of Google Analytics 4., which has been in development for the past few years, and will soon be the only option, as Google is phasing out existing standard and 360 analytics tools. If you haven't upgraded to Analytics 4 yet, you'll want to do so soon (old versions will be discontinued on July 1, 2024), and if you have, you'll want to take advantage of these new features soon. will be accessed.
First, Google's new rollout. Generated insights, which are AI-powered notes that will highlight important data events.
The goal here is to provide a more simple, plain-language explanation of the opportunities within your data, so you can stay on top of each element.
According to Google:
“Imagine that your “purchase” events grew over a series of individual dates. Our AI engine works through countless combinations of dimensions and metrics to proactively connect the dots, suggesting that Why these spikes are happening These insights will be written in a natural, easy-to-understand way, almost like a companion summarizing the key points for you.“
So it's using conversational AI to summarize key data notes, which can help you identify the reasons for any fluctuations or not.
Google is also adding. Aggregated impressions from connected Campaign Manager 360 accounts provide further insight into campaign performance across the funnel.
“Additionally, we'll make it easier to display non-Google campaign data in Analytics by improving the cost of data import. By connecting your Pinterest, Reddit and Snap advertising accounts directly to your Analytics property, you can The cross-channel performance report will automatically show non-Google campaign data, mapped to Analytics' traffic source dimensions with metrics like “ad cost,” “ad clicks” and “ad impressions.” “
Google is also getting started. Cross-channel budgeting, which will include a projection report to track media pacing, as well as projected performance against a target objective, while it also plans to implement support for some Chrome privacy sandbox APIs. Without which, more ways to measure campaign performance will be provided. Third party cookies.
In other words, Google is also moving to integrate more of its post-cookie measurement tools into analytics, which will provide more insight into its evolving data privacy changes, which will eventually lead to cookie tracking. Will see the complete phase.
It's hard to predict exactly when cookie tracking will end, though, as Google keeps changing its cookie expiration date to reduce disruption to the industry. Back in April, Google has delayed the third-party phase-out of third-party cookies to meet UK requirements. Competition and Markets Authority (CMA), which has raised various concerns about how the move will affect the wider digital marketing industry, and Google's competitors in the space.
But at some point, cookie tracking is on its way out, and when it does, Google Analytics has AI tools to help identify opportunities, albeit with less data insight, than ever before. Ideally there would be steps to do.
This is worth noting, and worth considering within your planning, with these new caveats potentially adding an important new element to your planning.