Google unveils revamped Google Analytics with new ML models, more granular data controls

guest · Oct 14, 2020

Google unveils revamped Google Analytics with new ML models, more granular data controls
With the redesign, Google said it's aiming to provide a more modern approach to data analytics and measurement
October 14, 2020
https://www.zdnet.com/article/googl...th-new-ml-models-more-granular-data-controls/

Google is rolling out what it says is the biggest overhaul of Google Analytics in nearly a decade. The revamped platform features new machine learning capabilities, unified app and web reporting, native integrations and privacy updates.

With the redesign, Google said it's aiming to provide a more modern approach to data analytics and measurement.
Building on the foundation of the App + Web property that Google introduced in beta last year, the new Google Analytics has machine learning models baked in, along with new integrations between Analytics and Google Ads, and new controls to help customers better manage their data.
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Google also said the new Google Analytics 4 is privacy-centric by design, with privacy-safe measurement that it plans to build out over time as the technology landscape evolves.

"The new Analytics is designed to adapt to a future with or without cookies or identifiers," said Vidhya Srinivasan, VP of Measurement, Analytics, and Buying Platforms at Google, in a blog post.

Google Analytics has been the industry standard web analytics tool since 2005. It doesn't cost anything to sign up for and use the standard version of Google Analytics, which is ideal for individuals or small businesses. Larger enterprises can utilize Google Analytics 360, the premium version.
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Google: Introducing the new Google Analytics

Millions of businesses, large and small, rely on Google Analytics to understand customer preferences and create better experiences for them. With more commerce moving online and businesses under increased pressure to make every marketing dollar count, insights from digital analytics tools are even more critical.

The new Google Analytics is now the default experience for new properties and is where we’re investing in future improvements.
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Google unveils revamped Google Analytics with new ML models, more granular data controls

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