As it slowly moves towards a cookie-free web environment, which will change the way data can be processed and attributed, Google is looking to add more machine learning tools to Google Analytics, as well as pieces of information. additional to help marketers better understand their web performance. .
First, Google is looking to add more search information, with a new integration with its Search Console platform.
As explained by Google:
“Research console provides detailed information about your website’s organic search performance, including the site’s ranking in search results, queries that led to clicks, and post-click data like sessions engaged and conversions. With the new Search Console integration, you’ll be able to understand the role organic search plays in driving traffic and engagement on your site, compared to other marketing channels such as search ads, emails or social networks.“
Analytics has always built in a variety of search information, and for many, that will be enough to provide a picture of how Google search is driving traffic to your site (or not). But for those looking to further optimize their SEO processes, the new Search Console integration will provide more specific data, which could help you develop a more holistic and engaging SEO optimization process.
In addition to this, Google also adds data-driven attribution, no minimum threshold required, to Google Analytics properties 4.
“Google’s data-driven attribution models give you a better understanding of how all of your marketing activities collectively influence your conversions, so you don’t overstate or undervalue a single channel. Unlike last-click attribution, where 100% of the credit goes to the final interaction, data-driven attribution distributes credit to each marketing touchpoint based on the touchpoint’s impact on conversion. .
Google strives to move away from last click attribution whenever possible, as it is not an accurate indicator of overall digital marketing performance. With this in mind, Google has also recently announcement that it does data-driven attribution the default attribution model for all new conversion actions in Google Ads, and its addition to Analytics further integrates this approach into its broader marketing toolset.
And finally, Google is also looking to counter the loss of attribution data, as part of the move to more data privacy controls, by adding new modeling prediction capability to Analytics.
“Using Google’s advanced modeling technology, the new Google Analytics allows you to fill in the gaps in your understanding of customer behavior when cookies and other identifiers are not available. It analyzes large amounts of historical data, identifies correlations and trends between key data points, and uses that information to make predictions about the customer journey.
Increasingly, as new changes to Apple’s data privacy come into effect and Google itself searches for more data privacy control options for users, it will mean less data. for marketers, and Google, along with Facebook, hopes it can replace those who lose information with accurate modeling and prediction tools, based on user behaviors over time.
How effective each option can be, for every brand and company, remains to be seen, but new modeling options will now be available in Analytics, with conversion modeling in attribution reporting and behavioral modeling to come.
Google Analytics remains a key tool for marketers, and these new options seek to better align the platform with the latest changes, ensuring that it remains a key data provider to help inform and guide your strategic thinking. , on various fronts. It will take time and testing to measure the benefits of each, but they give you more options to help you cope with the changes.