Google Analytics Updates Recap
In order to really get to know customers, organizations need to measure marketing campaigns holistically, and they need to understand attribution via full credit modeling. Additionally, they need to actively measure campaigns with tools like Google Analytics.
Content Experiments fits into the active measurement category because it's used to determine which assets on a site perform best. Furthermore, the Content Experiments API can be used to test server side changes like testing different recommendation or search algorithms.
Google has updated two other Analytics tools to address full credit and holistic measurement recently as well. To help marketers with their holistic measurement, Google Analytics dashboards are now shareable, and can be collaborated on with colleagues. These ability to use shared dashboards should make results easier to report and disseminate throughout teams. This shared knowledge helps give teams the deep customer knowledge they need to understand customers.
Link AdWords to the Attribution Model Comparison Tool
More recently, Google announced a way to look more closely at full credit measurement through a tool for comparing marketing activities' conversion performance. Customers can now import AdWords cost data right into the Google Analytics Attribution Model Comparison Tool, and use that data to more closely monitor marketing spending.
Also, conversion paths can be looked back on for up to 90 days instead of just 30, and that gives marketers a more in depth look at how customers are interacting across multiple touchpoints. All of these updates have rolled out recently, and it shows, yet again, the power Google has to dominate a particular segment if it wants to. Google Analytics is in use by 10 million websites, according to the companies own numbers, and because it's free, that number is likely to continue to grow.
In fact, Gartner issued a report in June about how Google Analytics in fact suites most digital marketers. With the added ability to plug AdWords cost data into the Attribution Model Comparison Tool, marketers who use AdWords can get even more out of Google Analytics. Considering how Google lays waste to any of its competitors in search ads, this is a pretty powerful combo that will only cement Google's position.