At the end of 2019 Google Analytics presented very important news regarding the way to collect, process and interpret the data of a website. We are talking about a new way of measuring data.
The concept of measurement changes from «sessions» a «users and events«. If you have already performed analysis of an APP with Firebase, it will be easier for you to understand the change.
To begin to obtain results and adapt to the new way of measuring, it is necessary to make a series of changes. First I leave you a brief introduction to the App + Web properties, if you don’t need it go directly to next point.
It is a new way of measuring based on users and events and not on sessions as has traditionally been done.
At the moment it is not possible to “unify” the data to continue working within the same property and I doubt that this will happen in the future, since we cannot mix churras with merino. That is why I recommend you create a parallel property from NOW with the App + Web format.
NOTE: You DO NOT have to delete or stop using your normal Universal Analytics account.
But… I don’t have an APP, what do I do? I need it?
Does not matter. We are talking about a new way of measuring data, Even if you don’t have an APP, you are very interested. Obviously, if you have an app, the potential of having multi-device data allows you to do a much more interesting user analysis.
The implementation is very simple, I’ll tell you about it in the next point.
In order to create and configure WEB + APP property In Google Analytics you have to follow three steps:
Step 1. Create the WEB + APP property
Step 2. Add a data flow
Step 3. Implement the code on your web page
Step 1. Create the property “WEB + APP”
There are two options for creating the property, Google Analytics or Firebase. If you only want to configure a website and you do not have an APP go directly to the Option 1, with Google Analytics.
Option 1: Create with Google Analytics: We access the administration menu within the account where we want to include the new property. Select App + web.
Make the adjustments in the predefined configuration: Name, sector, time zone, currency …
Option 2: Create from Firebase:
Access the firebase console and choose a name for the project. Link it with Google Analytics by selecting with which profile you want to link it:
Step 2. Add data streams
The second step is add data streams from Google Analytics. A data flow is a web or app that is going to send data to the new property. We can add data streams from various domains …
Select “web” and configure the data flow step by step:
* It is important to check the “enhanced measurement” option. In the next section I’ll explain what it is and why you should include it.
NOTE: It is convenient increase to 14 months the “retention of event data” since the option of “2 months” is pre-marked as normal. This is configured from Administration -> Data retention.
Step 3. Implement the code on your web page
This new way of measuring GA requires a different code than the one we have been using in traditional measurement.
To add the measurement tag I recommend Google Tag Manager, which has a new tag for the Web + App property. By the way, I love GTM😍.
This tag must be activated on all pages of the site (All pages), as with a normal property.
4. Ready to view the data
Enter Google Analytics and select the new property with the identifier “web + app”. Inside you will see the new tabs offered by the tool and if you were used to GA this seems “weird”. You will have to wait about 24 hours to see all your data completely.
If your account has a certain route, you will have the option of seeing three types of reports:
Reports on Beta games: It includes new game-centric metrics. It focuses on acquisition, retention, engagement, and monetization.
Reports: Classic view adapted to the new measurement: users, demographics, behavior and technology.
Firebase reports: It offers the same data that we see in the Firebase console. I understand that it will disappear when they finish integrating platforms and it is no longer in beta.
The improved measurement US helps to automatically measure events that before we had to track manually. Some of the events that are measured automatically are:
- Scroll or scroll
- Searches on the site
- Interaction with videos: When you start, the viewing progress (10%, 25%, etc.)
- File download
NOTE: If your website has a search engine and you register searches with a term that is not in the list (keyword, query, …), add it to record the results.