Spring Cleaning – Clean Up your Tracking With these Google Analytics Updates


If you are an enterprise-level Google Analytics user, Google Analytics has made massive changes which are aimed to keep the company the #1 choice for digital marketing. The company has recently revamped a number of products as part of an overhaul of enterprise analytics, and this means that you now have more collaborative tools to help mine your data for potential customers and leads. For those working in or with a digital marketing agency, it is vital to know and understand the big changes taking place in Google Analytics at the enterprise level.
Here are the major changes that you’re definitely want to talk to your digital ad agency about. No matter what aspect of your digital marketing campaign could use a bit of a “spring cleanup,” the products of the Google Analytics 360 Suite might just prove to be the ultimate tools to make your next campaign aim for and hit its intended target.

Big Changes for Analytics Enterprise Customers

Google has a lot of products which work with their Analytics software, but only some marketers were aware of them. With Google Analytics premium being completely overhauled with six new product sections of Google Analytics 360 Suite last month, there is a lot of change in the air and it’s good news for marketers. The new services and changes to Analytics make it the most comprehensive data mining system ever, and aim to make it easier than ever to find a website’s reactive audience– the audience that makes for a potential target.

The reasoning behind the change was simple: potential customers often make their decision at a single moment– and the changes that are loaded into Google’s new product are designed to catch the customer at that moment. Google has incorporated BigQuery, a powerful system which can work with SQL markers, right into the 360 Suite in the form of its brand new Data Studio. Google has also incorporated Adometry into their premium suite. In fact, every change has been designed around changing marketing campaign data and results in real time instead of waiting. Because of that massive difference in mentality behind the design of the new suite, there’s a lot of change going on, so let’s dive in and take a look.

New Products and Massive Product Integration

The first thing that digital marketers using the system will notice about Google Analytics is that the six major offerings in the new 360 Suite are immediately available in six large windows showing major statistics. Depending on what the user wants to do in terms of data acquisition, the new layout makes the suite easier than ever to use. But behind the new layout are new capabilities highlighted by three new beta products and two existing Google services now fully incorporated into Google Analytics.

The first major change will be in Google Analytics 360 (formerly Google Analytics Premium). The service has been planning major changes for months now designed around making your analytics data much more practical than ever before. The first sign of this was Google’s latest change as of a few days ago fully integrating Analytics with Adwords and Doubleclick, Google’s advertising powerhouses. Marketers will be able now to take that immediate Analytics data and begin funneling it right into Adwords campaigns, for example, so following which customer data experiences are successful, they can then match their campaigns against analytics which help to create productive results.

Google had already purchased successful attribution company Adometry in 2014, and Google AdWords Premium customers will now– if they haven’t been using Adometry already– be able to make use of the software’s powerful features in the newly-renamed Google Attribution 360, which has itself been heavily overhauled. Wondering whether email campaigns are successful? How about video? Companies concerned with which particular digital marketing channels are most successful can now track performance with ease, whether by channel, device, or system to determine precisely which marketing combination works best for them to maximize potential profits. Completely rebuilt from the ground up, Google Attribution 360 can help marketers understand what works and what doesn’t faster than ever before.

The next huge product offering is Google Audience Center 360, one of three beta systems that was released in the past 30 days. Audience Center is designed around a comprehensive view of what customers are doing with your data, and helps marketing understand what is driving customer usage in an easy-to-read application. This allows you to tweak data and see what changes can be made across different customer channels to maximize and retain clients. Fully integrated with Doubleclick so that you can look at the effect of changes to ad delivery, Audience Center 360 is designed around making the customer experience accessible to the marketing department. Audience Center 360 also makes full use of Google’s own proprietary data network and over 50 third-party data providers and results from outside networks to help get a real handle on where a customer base is and where new targets can be acquired overall.

A/B testers might be feeling left out in all of this data fun, but have no fear: Google Optimize 360 (beta) is here! The ultimate testing tool, Optimize 360 is all about helping develop better experiences for the user. Optimize 360 makes it easier to help customers choose the version of a site that they feel comfortable with, and thanks to its data tracking abilities make it easier and faster than ever to target the right sites to the right target markets. With Optimize 360, targeting potential audiences with different, specific website versions is more efficient than ever, helping the user experience with a website overall.

If all of this sounds like a lot of information access to process, it is. If that sounds like it might be daunting to explain to justify product funding, it’s not anymore. With Google Data Studio 360, Google’s third beta offering in the new Analytics 360 Suite, it’s easier than ever to create easy-to-read data visualizations of all kinds. The Data Studio takes data from across the Analytics suite and can turn them into interactive reports and dashboards that will make it easy to show where work needs to be done. People who work in marketing trying to work on explaining where a funding increase is needed — or where it needs to be reduced– can make use of all of the tools above, but Data Studio 360 gets right to the point when it comes to visualizing all of that data for the end user.

Of course, no analytics suite would be fully complete without tag management, and that is the purpose of Google Tag Manager 360. For those unfamiliar, tags (or tracking pixels) are tiny bits of code which help your company figure out what your customers are looking at. Do you find a video that they are sharing to be an effort to replicate? Which marketing emails are most successful? Of course, just a couple of healthy seasons of advertising and marketing in and it’s easy to get littered with tags for all of your products, designs, marketing successes, marketing failures, and much more. Because of this, Tag Manager 360, built on Google’s successful Tag Manager product, creates container tags, which store all the other bits of data, and helps to organize them accordingly. Gone are the days of having to figure out from coding which demographics are finding your marketing efforts most appealing. Instead, Tag Manager 360 automates the entire process, making it easier than ever to work with your tags.

Changes to AdWords Will Affect Analytics and Other Google Products, and Vice Versa

The changes above would for any other tech company be enough to cause headspins, but Google has created a very streamlined UI that will make it easier than ever before to make use of the power of the Analytics Suite. But, as mentioned above, that’s not the only major change with Google Analytics Suite 360. Other major changes include how other Google offerings such as AdWords will integrate with Google Analytics– in that case, as with Doubleclick, there is now near push-button functionality to execute changes to adwords based on marketing. The line between what needs to be planned out and what can be done in real time is in many cases almost completely erased. Marketers can make the on-the-fly changes that allow them to reach out to maximum interested customers in a minimum amount of time.

Meanwhile, AdWords itself is going through some changes. Most visibly, its recent change in how it is seen on Google search will change the nature of search volume for most companies. These changes indicate that Google is focused on improving the quality of potential client interaction– and the way that is most successful is to overhaul the very relationship between marketing and their related data analysis.

Conclusion: Get to Work on Your “Spring Cleaning”

Thanks to the major changes that have taken place in the Google Analytics 360 Suite, it’s easier than ever before to accomplish huge changes in strategy and really push for what is successful. With Attribution Center 360 and Audience Center 360, marketers can really drill down and find out what are the most successful strategies for their clients. With Analytics Center 360, it’s easier than ever for everybody on the marketing team to follow trends and make changes on the fly.

Cleaning up literally is easier than ever because of Tag Manager 360, so if you’ve been planning on working on all those marketing tags, the product finally provides a largely code-free solution that will make it easier for you to see what is working, what is working well, and what isn’t working at all. And with Optimize 360, marketing can focus on making the best version of what is available for specific population groups appear first, helping to guarantee a better customer experience overall. And with Audience Center 360, you can get a better feel of what the audience wants and make changes in real-time to what is available.

If you’ve been cherry-picking from some of the Google Analytics 360 Suite’s features but not giving the whole thing a look, you’re missing out. The tool you need might already be there to solve your next marketing issue before it becomes a marketing disaster. With the suite’s real-time capabilities to create change in your current marketing campaign, it’s definitely a smart idea for digital marketing agencies to sit down and see what the Google Analytics 360 Suite has to offer. Thanks to the changes that are already in place, the newly-redesigned premium suite adds a lot of arrows to the quiver with the goal of keeping your marketing strategy up-to-the-minute.