The new Web + App property in Google Analytics

In early August 2019, Google released a new version of its Analytics software: a so-called Web + App Property. Some well-known industry experts refer to this version as "Analytics v2".

Fig. 1: Quote about the Google Analytics update

We have thoroughly examined the version in our daily work in the field of web analytics and have been able to gain initial experience.

Google often introduces updates or new features without any prior notice. This is usually not a big surprise. However, many were quite surprised by the content of this new version.

What does the new Google Analytics Property have to offer?

The new version integrates the standard website property with the app. This allows all users to manage and analyze previous measurements from a Google Analytics for Firebase project and from a website in one Google Analytics Property.

As web analyst Mario Hillmers hinted on his blog about the same topic, Google has not only combined a property from two different projects here. Google has laid a foundation for future unified data collection.

What does "unified data collection" mean?

Google provides users with a completely new data schema for this. Those who have only worked with Google Analytics' web property in the past were used to working with sessions and pageviews. The Google Analytics for Firebase area is based on events and parameters. And this is precisely the fundamental difference.

In the new data schema, it is now moving in the direction of Firebase, focusing more on events and parameters.

Why is Google taking this step?

Google already emphasized the focus on unified data collection with the introduction of gtags.js. The release of unified metrics marks the first step towards unified data collection. From now on, the data will be consolidated in one place. Switching between various tools is now a thing of the past. This significantly simplifies extensive analysis.

According to analytics expert Krista Seiden, one of the reasons for the sudden change is that the platforms Google Analytics for Firebase and Universal Analytics fundamentally differ only in structure. However, when looking at the data concerning KPIs and reporting, it becomes clear that they are quite identical. Thus, the merging of both systems was a nearly logical step.

What makes this new App + Web Property so special?

Primarily, the unification of both systems is clearly the special feature. With a unified presentation, Google hopes that webmasters and companies will better understand customer behavior in a dashboard of integrated reports.

New presentation of integrated reports

If you have worked exclusively with Google Analytics in the past, you will quickly recognize that the interface resembles the "Old" one. However, web-specific additions have been made in the area of reports.

Fig. 2: analytics.google.com

In general, it can be seen that the interface is structured so that users always land on the overview pages first. If you want to delve deeper, the respective individual reports can be selected afterward.

This type of presentation slightly resembles that of the new Google Search Console. Because this one is similarly structured. The general overview is the focus. The user gets a direct overview to then proceed with the individual analyses.

If you're not yet familiar with the new Search Console, we recently published a suitable article for it. In this one, we go into the new functions of the Google Search Console in more detail.

The new interface is now divided into so-called categories. We want to briefly address some of them in this article.

This is how users see a listing of the following "categories":

• Reports

• Events

• Explore

• Configuration

In the "Reports" section, all overviews and then also individual reports can be found, providing information about who the visitors are and which pages they accessed with what technology.

In the "Events" section, all data for evaluating the actions visitors have taken on your site is found.

In the "All Events" section, there is a listing of all events recorded in the new interface. From there, a click on a corresponding event leads directly to the respective individual report. These include, for example, purchases or specific button clicks.

Fig. 3: Individual event presentation

In the "Explore" area, users can create custom reports similar to those in the Universal Google Analytics interface. The user explorer or path analyses can also still be found under this point.

In the last area "Configuration," you will find all properties that can be configured for a more targeted analysis on a user basis. This includes, for example, target groups. This addition represents a special enhancement. In the past, Google Analytics offered the ability to create segments for analyzing different target groups. In the new Web + App interface, the "Audience" area offers the ability to configure even more specific target groups. On this basis, deeper analyses can be carried out in the future, taking into account other dimensions.

Fig. 4: Display of all defined audiences

The biggest change, especially for the Universal Analytics user, is the missing "Data View and Filter Configuration." Currently, the new property only provides configuration at the account or property level.

Fig. 5: Overview in the "Administration" area

Conclusion

For experienced Universal Analytics users, the interface of the new Web + App Property may seem a bit disorganized. It currently offers a lot of optimization potential. However, it should not be forgotten that the current version is still in the BETA phase and has only been available for a little over 2 months. The new property is one of the largest, if not the largest update in the history of Google Analytics.

So, it's advisable to wait and see what Google presents in terms of further development of the connection between Universal Analytics and Google Analytics for Firebase in the coming months. If you are interested in web analytics and Google Analytics, we are happy to offer our support in setting up your Google Analytics account and topics related to web analytics. Feel free to reach out to us.