Product Overview: Google Analytics 360
Google Analytics 360 (GA360) is a comprehensive and advanced web analytics suite designed to meet the sophisticated needs of large enterprises and enterprise-class marketers. It offers a robust set of features that go beyond the capabilities of the standard Google Analytics version, enabling businesses to collect, analyze, and act on large and complex data sets with greater precision and depth.
What Google Analytics 360 Does
GA360 serves as the centerpiece for measuring customer data from all touchpoints, integrating seamlessly with various Google ad products and other marketing tools. It provides a complete view of customer interactions, allowing businesses to understand user behavior, anticipate needs, and make strategic decisions to deliver exceptional customer experiences.
Key Features and Functionality
Unsampled Reporting
GA360 allows for unsampled reporting, enabling businesses to generate reports from complete data sets without the need for sampling. This results in more accurate and reliable reports, giving a clearer understanding of website or application performance.
Advanced Segmentation
With GA360, you can create more complex user segments based on a variety of criteria, including demographics, website behavior, and purchase history. This advanced segmentation capability helps in gaining deeper insights into user behavior and optimizing marketing strategies.
Custom Models and Dimensions
GA360 supports the creation of custom models to analyze data in more complex ways, going beyond pre-defined metrics and dimensions. This feature allows for up to 200 custom dimensions and metrics, significantly more than the standard version of Google Analytics. Additionally, you can create up to 400 custom audiences per property, enabling more granular grouping and analysis of site users.
Custom Funnels and Remarketing Audiences
GA360 enables the creation of custom funnels to visualize the steps users take to complete a task, helping to identify and improve inefficient or abandoned customer journeys. You can also create remarketing audiences to re-engage with users based on their behavior.
Alerts and Notifications
The platform allows you to set up alerts and notifications for important events, such as sudden spikes in traffic or drops in conversions, ensuring timely action can be taken.
Advanced Analysis Tools
GA360 includes powerful audience discovery and comparison tools. You can drag and drop dimensions and metrics onto an analysis canvas, switch between analysis techniques, and export findings to Google Analytics segments and remarketing audiences.
Roll-Up Reporting
This feature aggregates data from multiple Analytics properties, allowing you to see the data together in the same reports. This is particularly useful for managing multiple websites or applications within a single view.
Integrations
GA360 integrates with a variety of other marketing tools, including:
- BigQuery: Enables super-fast queries of large data sets and the export of all session and hit data for custom queries.
- Salesforce: Tracks offline/CRM conversions, providing a more complete view of customer interactions.
- Search Ads 360, Display & Video 360, and Campaign Manager: Allows for comprehensive management and optimization of marketing campaigns across multiple platforms.
Machine Learning and Data-Driven Attribution
GA360 incorporates the power of machine learning to uncover insights that help in making smarter, more strategic decisions. It also supports data-driven attribution models, which provide a more accurate understanding of the impact of different marketing channels.
Governance and Support
GA360 offers higher data limits, enterprise support, uptime guarantees, and more robust administrative controls compared to the standard version of Google Analytics. This ensures reliable and accurate data collection, storage, and processing.
Additional Tools Within the Google Analytics 360 Suite
The Google Analytics 360 suite includes several other tools designed to enhance marketing analytics and performance:
- Google Audience Center 360: A data management platform (DMP) that helps marketers understand their customers and find similar audiences across channels and campaigns.
- Google Optimize 360: A website testing and personalization product that allows marketers to deliver better experiences by showing multiple variations of their site and selecting the best version for each audience.
- Google Data Studio 360: A data analysis and visualization tool that integrates data from all suite products and other data sources, creating interactive reports and dashboards with real-time collaboration capabilities.
- Google Tag Manager 360: An advanced tag management product that simplifies the gathering of site information and streamlines workflows with powerful APIs.
In summary, Google Analytics 360 is an essential tool for large enterprises seeking deep web analytics and strategic decision-making based on accurate and comprehensive data. Its advanced features, robust integrations, and enhanced support make it a must-have solution for businesses aiming to maximize their data analytics and optimize their marketing campaigns.