The customer journey has become increasingly complex over time, with users often switching back and forth between desktop and mobile and various channels before buying. It is thus fairly challenging for marketers to gain an accurate and complete view of their customers’ paths to purchase.
Two great tastes. Google has historically had two separate tools for web and app analytics: Google Analytics and Google Analytics for Firebase, for mobile apps. Now the company is combining their capabilities in a new property that seeks to provide a more unified view of customer data: App + Web for Google Analytics.
Director of Product Management for Google Analytics, Jesse Savage, said that he hopes the new offering will help marketers and brands improve the customer experience by giving them “a single, consistent set of metrics for more integrated reporting and a more comprehensive view of the customer journey” (on Google properties). Starting today, App + Web will begin rolling out to all Google Analytics and Analytics 360 users for free.
Flexible reporting. Out of the box, it will offer a set of common events or actions that marketers can measure (e.g., clicks, video views, downloads, opens, etc.). But Savage said the tool is very flexible and can be customized according to the needs and specific requirements of the marketer.
Google points out the types of questions publishers and brands can now more easily answer with App + Web, including:
How many total users do we have regardless of the platform?
Where are the majority of conversions happening (web or app)?
Which marketing or advertising channel is most effect at driving new user acquisition?
Analysis module offers new ways to look at the data. A new Analysis module also enables users to look at customer data in various and flexible ways, outside of standardized reports. These include “Exploration,” which allows drag and drop data visualization, “Funnel” analysis to determine where customers are entering and leaving your properties and “Path Analysis,” which helps marketers better understand the steps along the customer journey and why users did or did not convert.
Google says that if customers are currently using Google Tag Manager or the global site tag, you don’t have to do any re-tagging to take advantage of App + Web analytics. But you’ll need to implement the Firebase SDK for your app if that’s not already the case.
Why we should care. It’s critical for brands and marketers to gain as complete an understanding of their customers’ behavior as possible. Of course, Google isn’t the only platform consumers use in making buying decisions. For marketers entirely focused on their apps, or for those who don’t have an app, the new capabilities won’t be particularly meaningful. But for those focused on both mobile apps and the web, the new App + Web capability offers much greater visibility and insight than Google Analytics and Google Analytics for Firebase each could on their own.
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