The popular Google Analytics tool has for quite some time now been very useful to many businesses. It is widely known as a tool that helps websites to measure user traffic and make improvements where necessary. Small and mid-sized businesses have mostly benefited from the free version of the tool.

There is also an optional paid version (with advanced features) of Google Analytics for large or big tech companies. It is however notable that not many users know the full potential of GA, with many arguing that it has a complicated interface. There are others who have never looked back since they started using it. It goes without saying if you badly want impressive results, no matter how technical a tool or software can be, you eventually learn how to use it.

To use Google Analytics successfully, you need to familiarize yourself with some of its terminologies and also pass the GAIQ exam. We have a cheatsheet specially written for you on the GAIQ exam.

The best thing about Google Analytics is that it gets better with time, especially due to its frequently updated features. That alone explains why it has so many users, an indication that many businesses opt for it compared to other analytical tools. It’s therefore expected that new or updated features of the tool are welcomed by a business so that they can try them out.

Besides facilitating web traffic, website owners can also identify the most liked content by visitors. Also, the tool makes it easy to identify the most visited pages, and know the total number of visitors. Those are just but a few analytics that website owners can get from the Google Analytics tool.

April 2020 Google Analytics Feature Updates

Google has been making some important updates to GA over the past few months. The April 2020 update is the latest and it comes with some important features that are covered here. The most recently-updated Analytical features for Google Analytics include:

  1. Consistency for Site Users Even When Running Ad Campaigns

A lot can happen to a site (constant website optimization) in between the first time a user visits a website and makes a purchase, and when they come back again for another purchase. This can cause a lot of confusion to return customers.

To avoid that, Google came with a solution to ensure that returning customers find the same webpage they encountered before.

The new strategy makes it possible for the website’s owner to run a promotional campaign on the site without interrupting new or re-visiting site visitors. It is done in a few steps:

  • Build a custom promotional web page
  • Attach a UTM-campaign on the email’s URL( or that of any campaign supporting UTM parameters). Identify it as ‘promotion-sale’.
  • For Optimize to display the right page upon request by the email promotion receivers, include a UTM rule for ‘promotion-sale’.

  1. Templates Pre-built for Custom Insights

Things couldn’t get any better with now well-defined arrangements that marketers can use to structure a total of five customized insights all in the properties for App + Web. All this achieved in one click. For better understanding, the insights refer to conditions that help discover data changes as they happen in real-time from the insights dashboard. 

Unlike Automated Insights where data changes detection happens automatically on the analytics platform, custom insights have to be created.1 It is very easy to have a look at all the insights, both custom and automated. You just need to access the Insights Card from the Analytics homepage where a list of all most recent insights is displayed. 

At the card’s bottom, is a ‘View all insights’ option that directs you to the full list. In case you are interested in viewing older insights, click on the ‘Load more’ option.

  1. Cohort Technique Analysis

This can be defined as behavior analysis in a group of users who have acted on the same interest during a certain period of time. Breaking them into smaller groups (cohorts) makes it easier to study their behavior or patterns in different cohorts.

What’s the update? Using the latest technique, which facilitates detailed analysis, users/marketers can find answers in several cases such as:

  • If users acquired during Black Friday make greater revenue more than users from normal weeks.
  • Identifying how many users purchased in a given week and the duration it took them to generate a sale from the time of acquisition. Their behavior can also be compared to that of users from the previous week.
  • The number of returns for other purchase users who made another purchase after making their first one, and the duration they took before making a second purchase. 
  • Among other conditions.

  1. An Alternative to Unmark or mark e-commerce-purchase as Conversion

Previously, purchase events by default became conversions. It is a feature that automatically includes transactions in the report for conversions, merging purchases for both application and web for minimized contradicting errors. It is also for a better understanding of the efforts facilitating or rather driving the transactions. 

This feature has since been updated in that users can now mark e-commerce purchases as conversions (or unmark).

  1. Updated Reporting Interface

The newly updated reporting interface 2.0 is good at A/B testing and it is much easier to understand compared to the former interface. The display of data in the updated reporting interface is very simple and distinctively explains the differences between Google Analytics data and that of Google Optimize.

  1. Analytics Intelligence Search History

Analytics intelligence can be defined as machine-learning enhanced features that help marketers or website owners to understand data better and act accordingly. In this case, the search history is personalized for better search results.2

Conclusive Thought on 2020 Google Analytics Feature Updates

It is evident that Google Analytics is always getting better with time. With every new or updated feature, carrying out website analysis becomes easier and marketers are able to make changes where needed. The analytical tool may not have many users as per expectations but with time, many marketers and website owners will come to appreciate it and use it more.

Also, it is imperative for users to keep tabs on features updates. It is the only way to understand Google Analytics better and use it maximumly for improved and fruitful marketing campaigns.