How the latest Google Analytics updates will benefit marketers

Users in standard reports

How marketers can use this feature:

  • Go to Admin > Property Settings in your GA account, then select the option for Enable Users in Reporting.
  • Combine with other (relatively new) features like Cohort Analysis to get a clearer picture of how groups of users arrive at — and interact with — your site.

User Explorer: Lifetime metrics and dimensions

How marketers can use this feature:

  • Identify patterns in the channels that lead valuable clients to arrive at your site. This can be of use when prospecting for new customers who share the same attributes.
  • Maximize the value of current customers with a high projected lifetime value, through remarketing and tailored messaging.

Audience reporting

How marketers can use this feature:

  • Create audiences based on the behaviors that matter to your business and monitor their interactions over time. These can then be compared to derive insights about the characteristics of our most valuable customers.
  • Given that these same lists can be uploaded to AdWords, we can draw a more direct line from analysis to action. If we notice trends within specific customer groups that we would like to enhance or reverse in our GA reports, we can do this seamlessly by targeting that same audience group through AdWords.
  • Use audience lists as the basis for conversion rate optimization tests.

Conversion probability

How marketers can use this feature:

  • Identify the quality of traffic that is driven by your marketing activities. The ‘Average % Conversion Probability’ metric will reveal this within your Conversion reports.
  • For remarketing, Google offers a few pointers of its own:

The advantages are clear: Marketers can create remarketing lists that target users who have a high likelihood to purchase and then reach those users through either advertising campaigns in AdWords and DoubleClick or site experiments in Optimize.

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Clark Boyd

Clark Boyd

Tech/business writer, lecturer, and analyst. I used to be with it, but then they changed what ‘it’ was.