Many aspects of digital marketing concentrate on the customer, but in order for companies to create a good customer experience they need to have access to the most up-to-date data. Recent Google Analytics updates focus on Goals and the division's mobile capabilities.

Tag Manager for Mobile Apps, Google Play Integration

As customers become more mobile, so must digital marketers. Two mobile updates to the Google Analytics platform are a Tag Management tool for mobile apps and the integration of Google Analytics with Google Play.

With the Google Tag Manager for mobile applications, which was launched last year for website tags, users will be able make changes or update an app’s configuration, even after the app has been downloaded. Changes that can be made include the ability to add analytics tracking to a specific part of the app, changing the color or layout, changing time-based events and updating the app's ad values such as frequency or duration.

Any updates made through the tag manager will appear on the app within a few seconds of publication.

As for the Google Play integration, app developers and marketers will be able to better understand how well an app is being received across the Play platform. Data that can be viewed includes traffic sources to see where new users are coming from, how many views an app is getting based off of a source or campaign, how many installs the app is getting based on influence from a particular source and how many new users and installs an app has. The integration also has the ability to focus analytics data on a particular strand of information so that marketers can focus on specific data points.

Meeting Your Goals

With Goals businesses are able to track a customer’s e-commerce progress to see if they completed any pre-designated goals, such as purchasing, in real time. Recent updates to this feature include a new set-up and templates, better reporting and goal verification features.

When setting up Goals, a user has to click on the Google Analytics Admin tab, select the account, property or profile they want to follow and create a goal. Users can also preview or verify the goal before saving to make sure it's something they want to monitor. For example, users can see what the conversion rate would be if that goal was currently in use to measure its success rate.

The updated templates are designed so that users can “add meaningful and actionable Goals.” With these templates many parts of the goal process are automatically filled in such as type of goal, which is based on a company's industry. The goals are also automatically organized into four different objectives: revenue, acquisition, inquiry and engagements. These objectives aim to help businesses reach their own objectives and improve conversion rates and revenue. Along with these templates users can create their own, custom goals.

Goals Template Google Analytics

Google Analytics has also added a Goals Overviews report where uses can compare different goals to see how they relate to each other.

A Few Other Updates

As one of Google's most revered marketing tools, Google Analytics is always being updated. Recent changes include the addition Content Experiments and Browser Size Analysis, while Universal Analytics went public and the company added a series of  dashboard widgets to improve data analysis.