Google has nearly four billion active users. It’s no wonder that so many businesses and companies are bending over backward to get their names, websites, and products out there.
With such a large audience, your business could reach so many different people. And, the more people you reach, the more of an impact you can make (and the more money you may earn).
However, to become prevalent on the platform, you need to understand their analytics. Due to regular new findings, Google is constantly updating and changing their analytic setup and required search engine optimization level.
To learn more about the latest update and new Google Analytics tips that you need to know, keep reading. We have gathered everything you need to know right here.
New Google Analytics: General Overview
Every seasoned web developer, social media guru, and blog writer knows about SEO, or search engine optimization. This collection of methods for ensuring that your website ends up higher on Google’s results page has helped out millions of people around the world.
In fact, SEO is a must now. And, because Google’s regulations are changing, SEO recommendations are changing.
As we go through Google’s new changes, we’ll also cover how you can change your SEO strategy to ensure that you’re able to adapt to the change.
Google has made four major changes with its new analytics update:
- The use of machine learning to identify trends among users in order to gain smarter insights on those users’ habits
- A deeper integration with Google Ads
- Data measurement that is centered around Google’s customers
- Data controls that are more granular
We’re going to review each of these changes in-depth and discuss how the change is going to impact you. Plus, we’ll help you figure out how to navigate the change.
Why Google Is Making These Changes
Before we begin, you should understand why Google is making these changes. The company doesn’t just randomly decide to switch up their entire algorithm one day.
Instead, Google has identified multiple problems in their algorithm, and they’re making changes to fix these problems and improve other areas in the process.
Google wants to give businesses a better idea of what their customers’ habits are across several different platforms. Not only does this help companies understand what their customers are looking for, but it can also help companies gain a great return on investment for their advertisements.
If a business can understand their customers’ likes, dislikes, and habits, they can better understand who to advertise to. And, if they’re advertising the right people, they’re going to have a greater likelihood of making a sale.
These improvements are all about Google making a better artificial intelligence system for its users. The company hopes that – with the improvements – businesses will have a better idea of what kinds of customers they should be targeting with their advertisements.
New Google Analytics: The Changes
Now, it’s time to get into the nitty-gritty: the changes that Google has made to its analytics.
We’re going to work through one problem at a time and explain what the change looks like for website owners like you. We’re also going to talk about how you can shift your SEO strategy in response to the change in Google Analytics.
1. Identifying Consumer Trends With Machine Learning
Successful businesses are always trying to stay ahead of the curve. Being able to predict what consumers will be looking for months from now is the key to staying ahead.
New Google Analytics tools can help with that. Google’s artificial intelligence can now decipher where consumers’ interests are going and alert businesses with analytic data.
With this tool, your business will be able to switch your sights onto products that consumers will be looking for soon. This tool saves you time and money as well since you won’t be wasting your time on projects that consumers won’t even bat an eye to in a couple of months.
Speaking of trends, in the future we expect that Google will be able to recognize the potential revenue that marketers could get out of a specific type of audience. How to Adapt to This Change
As a business or company, you’ll definitely want to take advantage of this new kind of analytic view that Google is providing for you. To adapt and take advantage of it, you actually have to use the data.
We suggest that you do take advantage of this, especially if you want to create new, trendy products rather than old, boring ones. Your customers will be watching to see if you can keep up with trends and demand.
Especially in a market as fast-paced as today’s is, you have to constantly keep adapting to the consumers’ needs and wants. Don’t skimp out on what Google’s artificial intelligence has to offer here.
2. Integrating With Google Ads on a Deeper Level
By integrating Google Ads and Google Analytics even more with one another, Google is allowing organizations to get a deeper look into the kinds of audiences they are targeting. This connection can help Google identify a very specific type of audience that would benefit from seeing your offers.
Google has now brought together customer data from both Google-owned apps and non-Google-owned apps. It can see how customers are behaving on YouTube, Instagram, Google search, social media, email, and more.
Based on customer behaviors on all of these different sites, Google can more accurately create a targeted customer profile for your advertisements. Again, this kind of precision could get you a higher return on investment.How to Adapt to This Change
The biggest piece of advice that we can give you here is this: pay attention to your analytics! Don’t skip out on reading them because you don’t know how to or don’t think it will be useful.
Your analytics are the key to your business succeeding and growing. You have to understand how your customers think and what they like in order to get the most money back on your advertisements.
The only real adapting you need to do here is to pay attention to the better, new analytic insights that Google Ads is now giving you.
3. Centering Data Measurement Around Customers
Google has the wonderful advantage of being able to check in on each user and using their data to personalize ads for them. Of course, the only personalized ads if the user has this option selected.
Being able to use multiple different spaces to detect customer trends has allowed Google to get a more holistic view of who exactly each customer is. By using user IDs and other identifiers, Google has been able to center data measurement around each specific customer.
With this oversight, Google can better understand the consumer cycle.
For example, someone may look at an advertisement for shoes on social media. However, they may buy the shoes later on that company’s app.
Before this change, Google wasn’t able to see activity across platforms like this. Now, they can get a better idea of what customers are doing.How to Adapt to This Change
In order to adapt to this change, you need to heighten your interest in the customer journey or at least a part of the customer journey. To get the best insights, you have to know the information that you’re looking for.
Do you want to know how to hook them? Do you want to know what helps make the final sale?
Whatever you’re interested in, these new Google Analytics can help you understand it. As well so hope you get a greater return on your investment and understand your customers more.
4. Revolutionizing Data Controls
Advertisers now have more control over how data is collected and retained. But having more control over their data, companies can get a better look at measurements that they actually care about.
Advertisers can also look at exactly how their ads are used in the consumer journey and how they are presented to the consumer. Basically, advertisers have more control over how and when to place ads.
By using Google Analytics, advertisers will have more autonomy over their ads than ever before.How to Adapt to This Change
If you want to tell Google how to best place your ads, you have to understand how consumers are responding to your ads. You won’t understand when does show an advertisement if you don’t understand when the best time of day is.
Our recommendation is to use Google Analytics to better understand how consumers have been reacting to your advertisements in the past. With this data, contemplate how you should approach advertisements moving forward.
New Google Analytics: Marketing
Now that you’re caught up on all the changes with Google Analytics, you’re ready to improve your sites and your strategies for a new edition of search engine optimization. It’s time for you to update everything and keep on-trend with Google’s changes.
Luckily, if you’re in need of any help, we’re here. Whether you just need a logo or would like to do a complete re-branding, check out our marketing services. We’d be glad to help you understand the new world of Google Analytics.