Why You Should Deploy App + Web Side-by-Side with Google Analytics
Editor’s note:
On Oct. 14, 2020, Google announced that App + Web would be renamed Google Analytics 4, or GA4, and become the new standard tracking model across the Google Analytics platform. This announcement heralds in what is being deemed by many as “the future of analytics.”
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Your target audience expects to interact with your business when and how they like, such as browsing your brand’s website to research a product and then purchasing it later using your company’s app. Getting insight into these cross-platform journeys is critical when predicting customer needs and providing great experiences—but it can be very challenging.
Currently, many businesses measure app engagement with Google Analytics for Firebase and website engagement with Google Analytics. While each of these products separately offer powerful insights, getting a more unified picture of engagement across your app and website can be a manual and painstaking process.
Google has attempted to simplify this task by introducing a new way to measure apps and websites together for the first time in Google Analytics, revealing App + Web to the world in July 2019.
What does this mean for your organization’s analytics platform’s today? In short, your business should be deploying App + Web side-by-side with Google Analytics. App + Web introduces a new user interface, new data model, and changes compared to Google Analytics; by having both in place now, your organization can learn more about App + Web while continuing to rely on Google Analytics for reporting.
Join InfoTrust Head of Vertical, Media & Entertainment, Andy Gibson as he explains why and how your organization should be taking this approach to App + Web now.
