New Google Analytics Update Can Improve Your ROI

Google Analytics is being updated to help businesses get a clearer understanding of their customers and ultimately get better ROI.

Read our short blog to find out what changes are being implemented and what benefits this could present to your business.

 

Google Analytics is a vital tool that millions of businesses, big and small, rely heavily on to gather significant insights into their customers and clients. With recent major shifts in consumer behaviour and privacy-driven changes to long-time industry standards, Google Analytics current approaches just aren’t keeping pace.

Google has stated that the new update “has machine learning at its core to automatically surface helpful insights and give you a complete understanding of your customers across devices and platforms”.

 

Four new powerful features are being introduced:

  • Smarter insights
  • Deeper integration with Google Ads
  • Customer-centric data measurement
  • More granular data controls

 

Smarter Insights

As a result of Google’s advanced learning models, Analytics can now automatically alert you of any trends in your data. This means that you can easily identify which of your products or services are receiving the highest demand, so you can more accurately anticipate your customers’ future actions.

 

 

Google are continuously adding new metrics. One is a metric that can predict the potential revenue you could earn from a particular group of customers. This will allow your business to target high-value customers and gather more insights into why that audience is spending more than another audience.

 

Deeper Google Ads Integration

With smarter insights and new features, such as the metric mentioned above, it is easier to improve the ROI of your marketing by utilising the information you gather. The deeper integration with Google Ads allows you to “create audiences that can reach your customers with more relevant, helpful experiences, wherever they choose to engage with your business”.

Google Analytics can measure app and web interactions together so it can now include conversions from YouTube engaged views that occur in-app and on the web in reports.

 

Customer-Centric Data

Customer-centric measurements are replacing the measurement fragmented by device/platform to give you a better understanding of how customers are interacting with your business.

Customer-centric measurements use multiple identity spaces, including marketer-provided User IDs and unique Google Signals, but only if the user has opted into ads personalisation.

You can gather a better understanding of when a user first discovers you to when they are converted, which is critical information. You will be able to identify what channels are driving new customers in the user acquisition report and then use the engagement and retention reports to understand the actions users are taking and whether they stick around after converting.

 

Data Controls

The new approach to data controls will allow businesses to better manage how they collect, retain and use their Analytics data. There are more granular controls for ad personalisation to let you choose when to use the data to optimise your ads and when to limit data use to measurement only.

Google Analytics is designed to adapt to a future with or without cookies and identifiers. Modelling will also be included in the future, to fill in the gaps where data may be incomplete. So, all in all, you can rely on Google Analytics to help you measure marketing results and meet customer needs now as you navigate the recovery and as you face uncertainty in the future.

To get more information or to start utilising Google Analytics on your website give us a call today on 01543 495 752 or book an appointment now, we’d be happy to help.

Posted in SEO

Google My Business Preview New Call Log Feature

Google have previewed a new call log feature that will help businesses keep track of any calls made through Google Search or Maps.

 

Google are always finding new ways to improve their platforms and this feature will undoubtedly help make it easier for businesses to stay engaged with their customers.

How the call log works

Google have stated that any calls, made by pressing the ‘Call’ button on a Google My Business profile, will show up in that businesses ‘Calls’ tab on their Google My Business app.

Calls will be made via a forwarding number, rather than the number on your profile, and an automated message that says ‘Call from Google’ will play before you are connected to the customer, so you will always be aware when a customer is contacting you directly through Google.

The ‘Calls’ tab, which will only be available on the Google My Business app and not desktop, will allow businesses to access both recent calls and missed calls. Calls are also kept for 45 days and will not track any texts.

This feature is currently in beta and only available in the US.

If you need any help with your Google My Business profile then get in touch on 01543 495 752 or book an appointment at a time that is convenient for you. 

Posted in SEO

How Google’s Latest Update will help Retailers

Google have recently announced that they will be supporting a new Schema.org markup that will assist retailers and allow them to add shipping information to their products.

Read on to discover what benefits this will provide to retailers and why every e-commerce business should implement this new feature.

 

What is this new update?

Since June 2020, retailers have been able to list their products across different Google surfaces for free. Google want to ensure that any user looking for a specific product can find it quickly and easily.

Google state that they “are committed to supporting ways for the ecosystem to better connect with users that come to Google to look for the best products, brands, and retailers”.

They are continuously investing in more robust tooling in Google Merchant Centre along with new kinds of schema.org options.

This update allows retailers to add any shipping details to a product listing. These details can include:

  • Shipping costs
  • Estimated delivery timeframes
  • Company shipping policies

Where will the information be shown?

Once you have added the structured data, it will appear in the ‘Overview’ and ‘Stores’ tabs for a specific product result. The image below illustrates how the listing will appear.

Currently, this feature is only available in the US on mobile devices.

 

 

What are the benefits?

When users are looking at your products there is a chance that they are not yet at the purchasing stage. Users will consider many different options before they purchase from you, such as shipping costs and times.

By simply providing the user with these details upfront, you can help influence them to purchase your product from you.

A major issue that retailers face is ‘cart abandonment’. This is when users fill their shopping cart with items from your store but don’t actually purchase anything. In 2018, the worldwide Cart Abandonment Rate was estimated to average 79.17% across industries. A survey found out that in the retail sector 23% of shoppers abandoned carts due to issues with shipping.

This suggests that adding shipping details into your product listings can in fact minimise the number of users that abandon their carts.

If you would like to implement this new feature on your products, then get in touch on 01543 495 752 or book an appointment.