Google has announced a new update for Google analytics where the user response data is made available in a secure and privacy-friendly way. The Google ads data will now be speculated based on past insights and broader response patterns. This can provide a rough estimate of the user analytics. Of course, the data won’t be all that sound and would be slightly less than precise. But getting to acquire campaign response data when no other alternative is available is such a respite for data-hungry marketing strategists. The digital marketers and SEO analysts can breathe a sigh of relief. They can now handle the predicted trend of fewer consumer data being available to brands a little better. This news is indeed, a positive one for digital marketing companies in UAE and SEO experts in Dubai.
How current analytics system works?
Before diving into the news in-depth, let us take a brief look at how Google analytics work right now.
The data that Google analytics provide you comes from the HTTP request of the user, browser information and first-party cookies. Analytics use these sources to gather and structure data to produce reports like map overlay and referring sites report. User sessions and ad campaign information can be collected from first-party cookies. All these parameters are sent to the servers attached to a single image request. All the details about the times someone made a transaction, a page is viewed or visited and every time a hit is made is sent to the analytics servers. The data then gets processed and delivered in your reports.
These are the steps involved in the tracking operation
1. Requesting a web page with tracking code
3. Tracking code is fetched
4. The script element is loaded
5. The tracking code collects data
6. The GIF request is sent to the servers
Google analytics can capture information like:
Page: URL and title of the page the user is visiting
Browser: the name of the browser, viewing pane, screen resolution, whether or not java enabled, the version of flash used etc.
User: the location derived from the IP address and language.
A snapshot of data is sent to the servers every time a hit is made. While Google analytics offer these basic data by default, we can always customize analytics to receive a more comprehensive dataset. There are many other metrics and actions in a webpage that are traceable to the user. We can get reports on custom dimensions, event records, user IDs and virtual page views. There is also a provision to override default information to receive data that is anticipated more. Or you can also get completely customized data through Google tag manager.
The latest version of Google analytics called universal analytics makes use of measurement protocol to send information to servers. Parameters are simply added to the measurement protocol. The tracking code captures all the desired information and sends it to the servers using measurement protocol. Any kind of actions or transactions can be analyzed with the help of measurement protocol. This information is finally presented to you as readable reports.
New modelled data options
Google’s ever-evolving machine learning system can successfully estimate the data a user is looking for. When perceived behavioural data is not available, the updated Google analytics can improve understandings of customer journey while respecting the user’s privacy preferences. The new modelling process can fill all the gaps and provide more insights into the customer behaviour about your campaigns. This data can be used to analyze responses to new campaigns effectively.
Of course, this data is not perfect. But things are changing as more users are demanding measures for data protection and brands are struggling to obtain the much-needed customer information that can progress their marketing. The technology giants are under constant pressure to tighten security measures and make more customer options available. More and more systems to ensure user privacy and data safeguarding are introduced by major technology platforms like Google.
In addition to this, Google has also introduced some new reporting options within analytics. The new data modelling update has advanced Google’s mode of report generation. Relevant insights are now easily accessible with more in-depth reports. The left-handed sidebar in the app allows users to easily access required reports. The advertising workspace offer snapshots of key metrics. The user with administrator access can compile the interface to meet the needs of their team. Administrators can also make edits to the existing reports or create new ones. The left navigation to group reports can also be adjusted to create personalized views of highlighted information. These new features enhance the collaboration of a team and assignment of key tasks without any distractions. The new attribution reports- ‘conversion paths’ and ‘model comparisons’ allows added features.
The conversion paths report displays customer journey by channel. It simultaneously provides insights into the ROI per every channel. The model comparison reports allow analysts to evaluate performance by comparing it to the various attribution models and their effect on channels.
All these new features allow deep analysis of the collected data. Analysts and digital marketers can go through the data to gain advanced understanding without compromising user privacy impacts. With the growing stress to provide more client choices, this new update can undoubtedly help digital marketers to obtain a superior understanding of customer behaviour. These new modifications will unquestionably permit digital marketing companies in Dubai to enjoy seamless access to consumer activities.