Month: October 2023

Item-scoped custom parameters are now accessible in the GA4 BigQuery Export. Additionally, the ability to collect item-scoped custom parameters through the GA4 Measurement Protocol has been lauched.

Google has introduced a new recommendation to install the Google Analytics mobile app, enabling users to stay connected to their business while on-the-go. The mobile app helps users monitor their business in real-time, build their own reports, and take actions to improve their account. The new recommendation includes a QR code so users can easily find the mobile app in the Apple App Store (for iOS) or Google Play Store (for Android). The recommendation is primarily visible on the Google Analytics 4 Home page if users haven’t recently used the app.

In a follow-up to an earlier announcement, it has been revealed that Google Analytics will discontinue the use of First click, Linear, Time decay, and Position-based attribution models across all properties, effective from mid-October 2023. These models will no longer be accessible in both the Analytics user interface and Admin API. For properties currently relying on these models, they will be automatically transitioned to the Paid and organic data-driven attribution model. Meanwhile, the Paid and organic last click, and Google paid channels last click models will remain available.

Furthermore, calculated metrics have been introduced in Google Analytics 4. These metrics involve the application of mathematical formulas to one or more existing or custom metrics to generate new, potentially more insightful metrics. For instance, users can create a metric like “Item margin” by using the standard “Item price” metric and the custom “Item COGS” metric.

With this update, you have the flexibility to customize metrics to align with your specific business needs or logic. You can adjust the weighting of existing metrics or create entirely new metrics by combining standard and/or custom metrics.

These new metrics tend to be more actionable than the original metrics from which they are derived, as they incorporate additional business logic, enabling direct decision-making and action within Google Analytics.

Learn more here about calculated metrics.

Google has announced the availability of an enhanced integration feature that enables users to seamlessly connect Salesforce Marketing Cloud with a Google Analytics 4 property directly from the Marketing Cloud interface. If users were previously utilising the Universal Analytics 360 integration within Salesforce Marketing Cloud, they now have the opportunity to transition to the GA4 integration.

This integration marks a significant advancement as it is now accessible for both GA4 standard and 360 properties. Presently, this enhanced functionality is operational within the Marketing Cloud platform for individuals who were previously engaged with the integration using Universal Analytics 360.

The Google Analytics 4 integration allows users to synchronise audiences generated in Analytics with Marketing Cloud. This synchronisation allows for the utilisation of these audiences in Salesforce email and SMS direct-marketing campaigns.

In the most recent update, users have the opportunity to configure their web data streams to carry out client-side text redaction for email addresses and user-defined URL query parameters. This functionality serves to reduce the chances of unintentionally transmitting sensitive Personally Identifiable Information (PII). Notably, email redaction is automatically enabled for all new web data streams.

Learn more about data redaction.

If you have enabled Google Signals for your property, you now have the ability to disable the inclusion of Google Signals in your Reporting Identity on the Data Collection page within the Admin settings. This action allows you to exclude specific demographics and interest data from your reports, particularly data from users who are signed in and have given consent.

This feature can be particularly beneficial if your property utilises the Blended or Observed reporting identity, as it can help mitigate the risk of data thresholding. It’s important to note that even with this option turned off, Google Analytics will continue to gather Google Signals data. This allows you to use Google Signals data for audience creation, conversions, and sharing with linked Google Ads accounts for purposes such as remarketing and bid Optimisation.

Click here for further information on activating Google Signal.