Google Data

Google Data Studio is the biggest step forward in Google’s data reporting & visualization offering since the launch of Google Analytics in 2005. It lets you build great-looking, interactive dashboards that you can share in a similar manner as Google Drive files (see for example this web analytics dashboard). It’s a giant leap forward from the old Google Analytics dashboards and a game changer for online marketers.

Google Data Studio provides native integration with a few Google platforms (Google Analytics, AdWords, YouTube, BigQuery, Attribution 360). Of course, most marketers, to use Google Data Studio as their primary dashboarding tool, would like to include data from many more sources, such as Facebook Ads, Bing Ads and Twitter Ads.

Fortunately, there’s a really simple method for adding many more data sources into Google Data Studio, using its Google Sheets connector. Here’s a quick step-by-step guide for doing that.

1. Create a Google Sheet with data to be imported 
There are a number of ways to do this. For instance, to get Facebook Ads data, you can go to Facebook Ads Manager to do a CSV export of your data, and then upload it to Google Drive. For some data sources, you can use spreadsheet functions like IMPORTXML. Or you can build your own Google Apps Script connectors.

For a fully automated data importing workflow, I recommend you try our Supermetrics add-on for Google Sheets (available here; free for 30 days, then $49/mo). It has an easy-to-use query builder and connects to a large number of data sources, like Facebook, Bing, Twitter, MailChimp, even Adobe SiteCatalyst.

To run a simple query using Supermetrics:

1. Launch Supermetrics from the Add-ons menu 
2. Log in to a data source (eg. Facebook Ads) 
3. Pick a few metrics (eg. impressions and cost) 
4. Split to rows by one or more dimensions (eg. country) 
5. Click the blue Get Data to Table button 

After you’ve fetched the data, your Google Sheet should look something like this (here we’re splitting by country):

If you don’t want to test Supermetrics now, you can make a copy of this sheet to try out the following steps.

2. Import the data into Google Data Studio
You can launch Google Data Studio here. If you haven’t yet used Data Studio, you can get the free version here (US only for the time being). 

In DATA SOURCES, click the plus button in the lower-right corner:

From connectors, select Google Sheets and the file you just created, then click CONNECT

Next, Google shows you a list of fields imported from the Google Sheet. Click CREATE REPORT, and in the next window, ADD TO REPORT.

3. Using the data 
You now have a blank report where you can start working with the data. To check everything has been imported ok, try inserting a table. You can change the columns displayed in the Table Properties sidebar.

You can then start building your report. After some trying, you’ll be able to make something great like this:

In many cases, you will want to include more than one Google Sheets data connector, to fetch data from different sources or with different metrics & dimensions. This can be done very easily, just repeat step 1 and 2. Go back to Google Sheets to fetch new data, e.g. Twitter Ads, to another sheet. Then in Data Studio, when adding a graph or table, in the properties sidebar press the arrow next to Data Source to add a connection to the new sheet.

4. Ensure your reports stay up-to-date
If you used the Supermetrics add-on to fetch data into Google Sheets, you can set the those queries to refresh automatically every day, so your Data Studio report will always have the latest data. In Google Sheets, go to Add-ons: Supermetrics: Schedule refresh & emailing, and store a daily refresh trigger.

Final thoughts 
Google Data Studio is a powerful dashboarding tool for any marketer, but by default only works with Google platforms. To make the most of it, use its Google Sheets connector in combination with the Supermetrics Google Sheets add-on to build cross-channel reports.

Posted by Mikael Thuneberg, Google Analytics Certified Partner

• Applicant A wants to study biology. 
• Buyer B wants a $200,000 home. 
• Attendee C wants a training in Pittsburgh.

“There is no greater win as a marketer than to be certain you’re finding the right people in the right place at the right time. The results speak for themselves: The marriage between Google Analytics and RLSA insured we were able to deliver the message we wanted to the people we wanted.” —Stacey Jaffe, Senior Managing Director, Digital Acquisitions and Channel Growth, Teach For America

Knowing that many people research products online before going into a physical store to make a purchase, French clothing retailer Petit Bateau wanted to develop a better understanding of the online-to-offline (in-store) behaviour of its customer base. The brand leveraged Google Analytics and its robust features: User ID and Measurement Protocol, to reach the objectives.

Petit Bateau customers in France can shop in 153 physical stores as well as on Petit-bateau.fr. Users log into the website which makes it possible to later match the traffic of logged-in users with subsequent in-store transactions made with a loyalty card.

Petit Bateau uploaded personally non-identifiable in-store data into Google Analytics and discovered that digital played a significant role in driving in-store purchases:

• 44% of in-store buyers had visited the site within the seven days before making their purchases, 
• 9% of in-store buyers had visited the site on the same day as their purchase in the physical shop. 

Further analysis revealed that the online-to-store effect was particularly important on mobile. Mobile visitors converted within stores at an 11% higher rate than desktop visitors, and their in-store spend was 8% greater.

By using Google Analytics to measure online-to-offline purchase behaviour, Petit Bateau was able to better understand the impact of online marketing on in-store sales and use the data to recalculate AdWords return on ad spend – which proved to be six times higher with in-store sales incorporated. Taking in-store transactions into consideration in this way is enabling Petit Bateau to optimise the brand’s digital marketing programmes, make more informed decisions around media budget allocation and design better experiences for consumers as they move seamlessly between digital and physical shopping environments.

You can find the full case study with all the details here.

Posted by the Google Analytics team

Yesterday, at the Google Performance Summit, we announced a free version of Data Studio for individuals and smaller teams. Data Studio lets you connect to all your marketing data and turn that data into beautiful, informative reports that are easy to understand, share, and fully customizable. We wanted to take a moment to give you some of the details about Data Studio.

Making it easy to share data within your organization — or with the world

One of the fundamental ideas behind Data Studio is that data should be easily accessible to anyone in an organization. We believe that as more people have access to data, better decisions will be made.

With multiple data connectors, you can now easily create dashboards from many different types of data and share with everyone in your organization – and you can mix and match data sources within a single report. For example, you can combine Google Analytics data and Google AdWords data into a single report.

Today, we’re offering multiple data connectors, so you can connect to Google Analytics, Google AdWords, Google Sheets and many other Google services. But Data Studio offers integration with a wide variety of data sources. There’s also a connector for BigQuery and we will soon have connectors to SQL databases that will let you access first party data.

Data Studio is more that just sharing reports with other people — it’s true collaboration. We used the same infrastructure as Google Docs, so you can edit reports together, in real time. This is useful as you combine data from multiple teams and need others to add analysis and context to the report.

Visualization tools to style your reports and data 

In addition to new sharing and collaboration tools, Data Studio gives you many flexible ways to present your data. Sure, there’s the usual assortment of bar charts, pie charts, and time series. But we’ve also included some new visualizations — like bullet charts that help you communicate your progress towards a business goal.

Another advanced feature is the ability to create a heatmap using tabular data. This visualization makes it easy to instantly identify outliers within a table of data.

Data Studio also has an array of other features to help you customize how you present your data. There are a number stylistic tools that enable you to design your reports to represent your specific brand. There are also interactive data controls, like a date picker and dynamic filters, that enable report editors to make reports interactive for viewers.

For example, let’s say you want to let users segment a report by country. Just add a control element to the top of your report and the user can dynamically segment the data. In the image below the check boxes will change the data in the map and data table based on what a user selects.

These are just a few of the tools that you can use to help others in your organization understand data. 

Two versions for different types of organizations

 The primary difference between Data Studio 360 and the free version, Data Studio, is the the number of reports you can create, which is five per account. Both versions support connecting to unlimited data sources and offer unlimited report viewing, editing and collaboration. For more information, check out our Help Center.

Getting started

If you’re ready to get started, watch this brief overview that will help you build your first reports.

Then check out the interactive walkthrough – it’s built with Data Studio. Just choose “Welcome to Data Studio (Start Here)” from the list of reports in your account.

 Data Studio is currently available to users in the United States and we’ll be rolling it out to other geographic regions throughout the year. We hope it helps you share more data and make better business decisions.

Happy Dashboarding,

Posted by Nick Mihailovski & Nathan Moon, Data Studio team

¹ Google Analytics 2016 
² Google 2016

Welcome to the Google Performance Summit livestream! Tune in now to hear about Google’s latest mobile-first innovations, the moment they’re announced. Let us know what you think by joining the conversation at #GoogleSummit.

While Firebase Analytics is separate from Google Analytics for mobile apps, both solutions were built by the same team to ensure Google Analytics, Google Tag Manager, the Google Analytics 360 Suite, and Firebase Analytics work together seamlessly. Below, we’ve cross-posted a deep dive into Firebase Analytics from the Firebase blog so you can learn more about the exciting app analytics capabilities available in Firebase. If you’d like to understand more about how Google Analytics products work with Firebase Analytics, check out our Analytics 360 and Google Analytics overviews.

Cross-posted from the Firebase blog by Russell Ketchum, Group Product Manager:
Welcome, current and new Firebase developers! There’s a lot to discover with the Firebase platform — more than we could possibly explain in a single blog post. So over the next several weeks, we’ll be sharing posts focusing on each of the individual features of Firebase. For our first post, we wanted to let you know about Firebase Analytics — the free and unlimited analytics solution for mobile developers.

Analytics are at the heart of successful apps, so when we expanded Firebase to help mobile developers build better apps and grow successful businesses, we thought it was important to build an analytics solution that serves the needs of all app developers, from two-person startups to large, established companies.

Meet Firebase Analytics, a free and unlimited analytics tool built from the ground up for mobile apps. Firebase Analytics is at the core of the Firebase platform, providing the insights you need to build successful apps.

All your app analytics in one place.
Firebase Analytics helps you understand what your users are doing in your app. It has all of the metrics that you’d expect in an app analytics tool (average revenue per user (ARPU), active users, retention reports, event counts, etc.) combined with user properties like device type, app version, and OS version to give you insight into how users interact with your app.

Collecting all of this data is simple and works right out of the box. When you add Firebase to your app, key events are measured automatically – including first opens (think of these like installs), in-app purchases, and more. With up to 500 distinct event types (each with up to 25 key-value pair parameters), you can measure additional suggested and custom events that are unique to your app with just a few lines of code.

Some events are more important to you than others, so with conversion tracking you can define the most important events that happen in your app (like purchasing an item, or sharing your app with others) and create funnels just for these events to discover where users drop out of the process.

But Firebase Analytics helps you analyze more than just user behavior. It also provides a rich set of data that helps describe your users – data like geographic information, demographics, and interests that can help you better tune your app and refine your marketing activities.

While standard demographic data is helpful, it’s also important to understand user properties specific to your app. Firebase Analytics lets you define custom user properties for all of your users. For example, your fitness app can record a user’s favorite exercise or your music app can record your user’s favorite genre. Firebase Analytics is also integrated with BigQuery, Google’s fully-managed data warehouse, so you can export your raw Firebase data and join it with custom data for additional analysis.

Smarter, more effective app marketing.
Understanding user behavior is just one important part of Firebase Analytics — you also need to understand how your advertising and marketing activities influence those behaviors. Firebase Analytics can automatically link user behaviors within your app to a traffic source so you know where your valuable users are coming from. It works with Google AdWords and more than 20 other major ad networks without having to install any additional SDKs, making it easy to understand the ROI of your marketing and advertising spend. You can also import Firebase Analytics conversion events directly into Google AdWords, so you can bid on specific user events that happen in your app with just a few clicks.

Firebase Analytics makes all of Firebase better.
Firebase Analytics is designed to make your analytics data actionable. You can use the Audiences feature to create a segment of users based on their event data and user properties. For example, an audience of people who have added items to their cart but haven’t made a purchase. Or, an audience of classical music fans who have listened to more than 200 songs.

You can then use these audiences in conjunction with other Firebase features, like Remote Config, which allows you to change the look-and-feel of your app just for a specific audience. Want to create a customized home screen for users who have subscribed to your newsletter or have reached a certain level in your fitness app? You can do that directly from the Firebase console using Remote Config and Audiences in Firebase Analytics.

Firebase Analytics Audiences also works with Notifications, allowing you to send in-app notifications to any audience that you’ve defined. So, if you’ve just added a new set of armor to your game’s in-app storefront, you can notify only the users who have purchased in-game items in the past. In addition, when your Firebase account is linked to AdWords, you can use audiences to re-engage lapsed users with ad campaigns. To learn more about the app analytics capabilities in Firebase Analytics, check out our video:
While Firebase works well as a standalone tool, the true power of Firebase Analytics lies in the customer insight it brings to other Firebase capabilities – insight that helps you grow, develop, and earn with your mobile app.

Posted by Russ Ketchum, Group Product Manager, on behalf of the Google Analytics and Firebase teams

Google Tag Manager is known for making it easy to deploy and manage analytics, remarketing, conversion tracking, and other types of tags across your websites and apps. And with the introduction of Firebase – Google’s new platform for mobile developers across iOS and Android – using Tag Manager or Tag Manager 360 to configure your in-app measurement has never been easier or more powerful!

Yesterday at Google I/O, we announced that we’re expanding Firebase to become a unified mobile developer platform designed to make it easier than ever to build apps using Google’s products and services – and Google Tag Manager is one of these services! The latest version of Tag Manager and Tag Manager 360 for mobile apps has been designed to work with Firebase and to extend its capabilities for both developers and marketers.

Unified in-app instrumentation
At the heart of Firebase is Firebase Analytics – a free and unlimited analytics product designed specifically for mobile apps. But Firebase Analytics is more than an analytics product, it’s a unified way for developers to measure anything and everything that’s happening in an app from key business drivers to detailed user interaction. This creates a single source of truth for in-app activity that you can share with other Firebase features and Google products. For Tag Manager, this makes Firebase Analytics the new data layer, which means that anyone who is using Firebase Analytics is ready to start using Tag Manager without recoding.

To get started with Google Tag Manager and Tag Manager 360, simply sign-up for Firebase, sign in to Tag Manager to setup a new Firebase container, and then add both Firebase Analytics and Google Tag Manager to your app. Everything that you’re measuring with Firebase Analytics is ready for use in Tags, Triggers, and Variables in Tag Manager.

Dynamic app measurement
Firebase Analytics makes it easy to measure what’s happening in your app. But what happens if you mislabeled an event or forgot to add a critical parameter? By adding Tag Manager or Tag Manager 360 to your app, you can make changes to your measurement setup without having to wade into the app update process.

As experienced marketers know, without tag management, even the most basic tagging changes can take a lot of time and effort, require coordination between marketing and development teams, and pull resources away from other projects. With Tag Manager and Firebase, you’re able to decouple your measurement changes from your build cycles – and by doing so, streamline how your development and marketing teams work together.

One SDK, many optionsWhile Firebase aims to make it easier than ever to build apps and measure user behavior, it’s not meant to be a one-size-fits-all solution. Developers and marketers often choose to use multiple solutions from multiple vendors in their apps. Google Tag Manager and Tag Manager 360 can help make sense of these disparate tools.

With Firebase Analytics, it’s easy to measure what’s happening in your app – without limiting you to a single toolset. Google Tag Manager and Tag Manager 360 let you take your data and send it to various other analytics tools both at Google – such as Google Analytics – and with other partners. We’re thrilled to announce tag vendor partnerships with several of the leading app attribution solutions including Kochava, Tune, adjust, AppsFlyer, Apsalar, and more. Google Tag Manager has long been heralded for its commitment to being vendor agnostic for web measurement and is excited to extend that same commitment to mobile apps. And our partners are excited too!

“We have always been passionate about supporting developers by making sure Kochava is always integrated with the best tools. That’s why we’re so excited to provide out-of-the-box support for Google Tag Manager via Firebase.”
- Charles Manning, CEO of Kochava

If you don’t see the partner you’re looking for, don’t fret. We’re continually adding additional partners through our Vendor Tag Template Program.

Get started at your convenience
If you’re already using Google Tag Manager or Tag Manager 360 for mobile apps don’t worry, your existing containers and the current SDKs will continue to work just the way they are. But as with any major feature release, we recommend upgrading to the latest version of Google Tag Manager for mobile apps – and Firebase along with it – at your earliest convenience. That way, you can be sure to make the most of your mobile tag management experience.

Ready for Google Tag Manager? Learn more and get started today!

Posted by Scott Herman, Product Manager, Google Tag Manager

We’re excited to highlight Google’s next step in mobile app development: Firebase, a unified app platform for Android, iOS and mobile web development. It comes with new tools to help you develop faster, improve app quality, acquire and engage users, and monetize apps. The Firebase platform also comes with Firebase Analytics, a free and unlimited analytics solution for mobile apps.

Firebase Analytics is now Google’s recommended solution for mobile app analytics. It’s user and event-centric and comes with unlimited app event reporting, cross-network attribution, and postbacks. If you’re using Google Analytics for mobile app reporting today, you may want to consider adding Firebase and Firebase Analytics to your app to take advantage of some of its powerful new capabilities.

Google Analytics will continue to support our mobile app analytics functionality and we’ve built a number of ways for clients to use Firebase Analytics with Google Analytics or with Analytics 360 for best-in-class analytics capabilities. If you have both web and app properties, we recommend using Google Analytics for your web analytics and Firebase Analytics for your app analytics.

Many clients may want to keep the app analytics functionality they currently enjoy with Google Analytics in addition to implementing Firebase Analytics. This type of dual implementation is made easy with Tag Manager – allowing you to implement Firebase and then use Tag Manager to send your app data into Google Analytics.

Stay tuned for more detail on Firebase Analytics and enhancements to Google Tag Manager that make mobile app analytics faster and easier than ever.

Happy mobile app analyzing!

Posted by Russ Ketchum, Group Product Manager, on behalf of the Google Analytics and Firebase teams

“Offline transactions which had 0% visibility and were dependent solely on inaccurate or incorrect customer feedback are now fully attributable to their proper marketing channel. This allows us to make quick, smart decisions on trends across all forms of marketing, both online and offline, and how consumers jump from desktop to mobile and office computers.”  — Robert Prentice, Director of Marketing & Product Development, Pelican Water Systems.

To evaluate campaigns and analyze the impact of various media channels, you need to be able to identify every source of traffic. You probably are already doing this now by connecting Google Analytics with your AdWords account and by customizing links from other purchased channels with custom campaign parameters. Google’s URL builder is often used to generate these links containing campaign parameters.

In large organizations, it is not uncommon for different parts of the organization to purchase and drive traffic to the website. One group might be responsible for paid search, another for affiliates, and a third for driving traffic from social media. This division places high demands on the structure of your data if you want to be able to compare the various media channels or see the combined effect of a campaign – no matter which channel the message was communicated in.

To set a naming convention for campaign names and decide how to name all media channels is challenging when many people within the organization must comply to the naming guidelines. Without having consistent definition of the site’s traffic sources, it is also more difficult to create attribution models, as these require good-quality data in order to be reliable.

To simplify the generation of consistent links tagged with custom campaign parameters Outfox, a GACP and Google Analytics 360 Reseller, have developed GA Campaign URL, an add-on for Google Sheets. This tool helps you to create tag sheets, where you can guide users regarding which parameters are to be used and let users select, for example, the medium, sources, and campaigns in drop-down lists. Since you can easily share the spreadsheet among various users and control (by using permissions) which users can add and change the values in drop-down lists, you can create tag sheets tailored to the needs and organization of your company. 

Read more about how to use GA Campaign URL on our Help page or install it for Google Sheets!

Posted by Christoffer Luthman, Director of Analytics at Google Analytics Certified Partner Outfox

Google Analytics helps brands optimize their websites and marketing efforts for all sources of traffic, and Search Console is where website owners manage how they appear in Google organic search results. Today, we are introducing the ability to display Search Console metrics alongside Google Analytics metrics, in the same reports, side by side – giving you a full view of how your site shows up and performs in organic search results.

For years, users of both Search Console and Google Analytics have been able to link the two properties (instructions) and see Search Console statistics in Google Analytics, in isolation. But to gain a fuller picture of your website’s performance in organic search, it’s beneficial to see how visitors reached your site and what they did once they got there.

With this update, you’ll be able to see your Search Console metrics and your Google Analytics metrics in the same reports, in parallel. By combining data from both sources at the landing page level, we’re able to show you a full range of Acquisition, Behavior and Conversion metrics for your organic search traffic. This feature out is rolling out over the coming few weeks, so not everyone will see it immediately.


New Search Console reports combine Search Console and Google Analytics metrics

New Insights

The new reports allow you to examine your organic search data end-to-end and discover unique and actionable insights. Your Acquisition metrics from Search Console, such as impressions and average position, are now available in relation to your Behavior and Conversion metrics from Google Analytics, like bounce rate and pages per session.

Below are some new capabilities resulting from this improved integration:
 • Find landing pages that are attracting many users through Google organic search (e.g., high impressions and high click through rate) but where users are not engaging with the website. In this case, you should consider improving your landing pages.

 • Find landing pages that have high site engagement but are not successfully attracting users from Google organic search  (e.g., have low click through rate). In this case, you might benefit from improving titles and descriptions shown in search.

 • Learn which queries are ranking well for each organic landing page.

 • Segment organic performance by device category (desktop, tablet, mobile) in the new Devices report.
 


New Landing Page report showing Search Console and Google Analytics metrics

 

Additional Information 

Each of these new reports will display how your organic search traffic performs. As data is joined at the landing page level, Landing Pages, Countries and Devices will show both Search Console and Google Analytics data, while the Queries report will only show Search Console data for individual queries. The same search queries will display in Google Analytics as you see in Search Console today.

As mentioned in our Search Console Help Center, some data may not be displayed, to protect user privacy. For example, Search Console may not track some infrequent queries, and will not display those that include personal or sensitive information.

Also, while the data is displayed in parallel, not all Google Analytics features are available for Search Console data – including segmentation. Any segment that is applied to the new combined reports will only apply to Google Analytics data. You may also see that clicks from Search Console may differ from total sessions in Google Analytics.

 To experience the new combined reports from Search Console and Google Analytics, make sure your properties are linked, and then navigate to the new section “Search Console”, which should appear under “Acquisition” in the left-hand navigation in Google Analytics.

Posted by Joan Arensman, Product Manager, and Daniel Waisberg, Analytics Advocate

People often see many ads across different devices before making a purchase, booking a flight, or signing up for an account. Because of this, advertisers know that last click attribution may not always tell the full story. In 2014, we released the Attribution Modeling Tool in AdWords to share insights about how users interact with your ads. Later this month, you’ll be able to integrate the attribution model of your choice with your conversion data and bidding.

For each conversion type, use a simple drop­down menu in Conversion settings to select one of six different attribution models ­­ last click, first click, linear, time decay, position­based, or data driven. When you pick a new model, credit will be reassigned across the conversion path for all search or shopping ad clicks on Google.com, and your conversion stats will change moving forward. You can adjust bids based on your new way of counting conversions, and if you’re using automated bidding for search ads, your bids will be optimized automatically to reflect your new model. To learn more, visit our Help Center.

For the first time, AdWords advertisers with sufficient data will also be able to select the new data driven attribution model as a public beta, which is also available in Analytics 360, Attribution 360, and DoubleClick. Unlike rules­based models, data driven attribution uses machine learning to evaluate all the converting and non­converting paths across your account and identifies the proper credit for each interaction. The model considers the number of ad interactions, order of exposure, ad creative, and many other factors to determine which keywords and clicks are the most effective at driving results.

To help advertisers succeed with attribution, we’ve created a new best practices guide: “Beyond Last­Click Attribution.” The guide will show you how to:

• Determine how important moving beyond last­click attribution is to your business 
• Choose a model that best fits your needs 
• Value early influencer keywords appropriately 
• Act on attribution 
• Evolve your approach to attribution as measurement gets better 

We hope the new functionality and guide will help you optimize your marketing campaigns and drive stronger results, and our goal is to expand beyond search soon.  

Posted by:
Joan Arensman, Product Manager
Wilfred Yeung, Product Manager

A few weeks ago, we highlighted how connecting site analytics data with digital marketing campaign data can help companies understand the full customer journey. A deep understanding of customers is essential to running a business today as customers have higher and higher expectations for personalized and relevant experiences from brands.

Site and app analytics data are key sources for developing customer understanding and segmentation as, for many companies, this is where customers interact with the brand most frequently. Analytics and Analytics 360 have existing capabilities to help our customers measure lifetime value and understand user engagement for groups of their customers, but often your data needs to go deeper to help analyze your most important customers. Today, we’d like to announce a brand new capability in user-centric analysis to help address this: User Explorer. With User Explorer, you can now analyze the actions that an anonymous individual has taken on your site or app. These insights can help improve the user experience when people interact with your business online.

 For example, you might want to understand how your top 10 customers interacted with your site or apps. With User Explorer you can get insights into visitors that spent the most with you over a given time frame and analyze each of their journeys on your site over that time period. This analysis surfaces individual interactions that can uncover new opportunities for optimizing their overall experience and path to conversion. In addition, User Explorer opens up new possibilities to help inform your marketing activities. For example, User Explorer can help you identify anonymous individual customers who have not converted recently and help them re-engage with your site using existing marketing channels.

Combine User Explorer with existing user-centric capabilities to help you go deeper and make your data actionable. With the high value users you’ve identified using the User Explorer, create a Google Analytics “Segment” so that you can apply this group of users across all your reports and understand how this group behaves across your site. Building an audience from these segments allows your business to remarket specifically to these customers. Using our Cohort Analysis report, will also help customers understand core user engagement metrics such as retention are performing for this same segment. When were they acquired and what percentage of them came back the next day? How many purchases does this group make day by day? In our Active User report you can see the number of users in this segment that were active in the last day, the last 7 days, and more to have a clear picture of the size of your customer base and its trend across time.

We hope this feature will help you gain the insight you need to build amazing experiences for your customers. Happy exploring!

Posted by Gene Chan, Google Analytics Team

Last week Forrester Research hosted a Forum for Marketing Leaders in New York City. I had the pleasure of speaking with top enterprise executives about data and analytics strategies to help them harness the exponential increase in data volume — caused by new devices, channels, and fragmented audiences — and turn data into useful insights.

Mobile has changed everything for everyone. For marketers, mobile has presented an opportunity to learn much more about consumer behavior. Marketers can then use those insights to deliver useful brand experiences in intent-rich moments when consumers are looking to buy.

But it’s not easy. Mobile has fractured the customer journey into little pieces (of data) and most legacy systems are ill-suited to organize, process, and make sense of all this data. Businesses could never hire enough people to mine all this data because it is growing and compounding so quickly — it’s just not practical. It’s estimated that 90% of the world’s data was created in the past two years. Think about that.

While conducting a recent research study we discovered the top challenges enterprise marketers are facing in a mobile-dominated world. We studied these challenges, spoke with executives at leading organizations, and brainstormed with our own engineers to develop strategies and products to help marketers win in today’s modern world.