Google’s Store Visits Tool tracks online interactions and their contribution to walking in store, giving a greater understanding of the multi-channel.
First, by using machine learning, Google has expanded the Store Visits Tool capabilities to measure store visits at scale including visits that happen in multi-story malls or dense cities like Tokyo, Japan, São Paulo, Brazil where many business locations are situated close together.
Google claims that its new product will measure the impact of marketing across multiple devices and channels. Although still in Beta, Google are working with selected advertisers and will roll out across a wider audience in the coming months.
Built off Adometry, an online attribution company which Google acquired in 2014. Google Attribution is a new free solution Google offers as part of its analytics.
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Google Analytics is enhancing support for Accelerated Mobile Pages (AMP’s) by unifying users across both AMP and non-AMP pages.
AMP’s were formally announced on Oct. 7, 2015, with support from Google, Twitter, WordPress and several publishers and other companies. Fundamentally, they are HTML pages designed to be super lightweight and critically designed to make really fast mobile pages. The AMP project embodies the vision of having content that is “Instant, Everywhere”.
This unification will have the benefit of improving overall user analysis, while providing a more accurate understanding of how site visitors are engaging with a website across the two page formats.
Google are making more changes to their analytics interface. Today, the company announced plans to give users a new home/landing page that will display after you login.
The new home page will give you summary performance, bringing data from various reports, including real-time data, traffic sources, user location, devices used to visit your website and so forth.
There is some customisation involved, too — if you have goals or e-commerce setup, you will be presented with a different home page than those without, for example. The various reportlets on the new home page will also offer date filters like “last 7 days” and “last 30 days” — so no need to dive into the various reports for those views, making top line understanding much simpler.
The new homepage replaces the current Audience Overview report, which focuses on metrics like sessions, unique users, page views and pages per visit (among other data points). Although that report is still available by clicking on the Audience tab in Google Analytics’ menu.
