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Chances are you’re already using Google Analytics. I mean, it is one of the most robust evaluation tools out there for content marketers. You track key metrics like page views and bounce rates. You feel pretty confident navigating GA until we introduce you to Charles Farina.  

As Director of Analytics at Adswerve, Charles sees the power of Google Analytics. He knows it can uncover deeper, more actionable insights. On a recent #CMWorld Twitter chat, Charles introduced us to App + Web, a new version of GA. To recap our discussion, we’re going to break away from our usual post format. This time, we’re only including tweets from Charles because of how tactical they are. Be sure to take a look; you’ll want to bookmark the resources and save some of the images. 

If you’re not quite ready to check out the beta version of the new Google Analytics but would like to advance your knowledge of GA, Charles encourages you to check out Google Analytics Academy, a hub with free online courses.

Our marketing team handles our analytics, but given our team’s deep expertise in many different areas of it, it really is a cross-functional effort. In fact, I would argue any successful analytics team will require a cross-functional nature! #CMWorld https://t.co/EW0AhFwHXs

— Charles Farina (@CharlesFarina) February 18, 2020

The new version of @googleanalytics is called App + Web. It is different than the current version of GA, because quite simply the entire platform has been rebuilt from the ground up. https://t.co/Y8T8a6Ec2R

— Charles Farina (@CharlesFarina) February 18, 2020

It is very similar to Google Analytics for Firebase (iOS and Android Apps), because it uses the same data model (event-driven). In fact, if you are already using Google Analytics for Firebase, you can use all of that existing data when you upgrade to App + Web, #CMWorld

— Charles Farina (@CharlesFarina) February 18, 2020

App + Web by @googleanalytics brings a brand new interface, capabilities, and many exciting features never before available (anyone interested in a free BigQuery/raw data integration). Right now it is in beta and anyone can try it out. https://t.co/VVayi8r8yG #CMWorld

— Charles Farina (@CharlesFarina) February 18, 2020

Please never build a dashboard directly in Google Analytics, that is soooo 5 years ago! If you have never used Google Data Studio, then you are in for a treat. You can find tons of templates not just for Google Analytics, but for everything: https://t.co/p1tS0pGtfE #CMWorld https://t.co/9yxvva6KNh

— Charles Farina (@CharlesFarina) February 18, 2020

For content marketers interested in getting more out of @googleanalytics, look no further than this great post by @crestodina https://t.co/1vc0tarxdR #CMWorld https://t.co/FSvdD6blxU

— Charles Farina (@CharlesFarina) February 18, 2020

Now for the next generation of Google Analytics (App + Web), what can we expect? We have new features for you to create funnels! Yes, for the first time ever, everyone in Google Analytics, can create MEANINGFUL funnels!!! #CMWorld pic.twitter.com/PCJz3seLx2

— Charles Farina (@CharlesFarina) February 18, 2020

Here is my post on all of the new features in App + Web: https://t.co/Lf8X12urGX Funnels, Elapsed Time, Free BigQuery integrations, New Real-Time, and more #CMWorld

— Charles Farina (@CharlesFarina) February 18, 2020

Many users are unaware that @googleanalytics released conversion probability metrics: https://t.co/Gqct4n6lVa. There are also new capabilities for life-time value, session quality, and more! Think of what happens if you uses these in Google Ads as remarketing audiences. #CMWorld https://t.co/JGwuC9H96v pic.twitter.com/Uvl0vuXaT4

— Charles Farina (@CharlesFarina) February 18, 2020

Today, first-party data platforms like Google Analytics have largely been unimpacted by these changes, mainly because they rely on first-party cookies. We should all be prepared for this to change though. Safari as an example can impact first-party cookies with ITP. #CMWorld https://t.co/Zn8Kmm81XO

— Charles Farina (@CharlesFarina) February 18, 2020

I wrote a blog post on @AdswerveInc that you might find helpful on some of these changes and expectations: https://t.co/T9OosZljoe #CMWorld pic.twitter.com/MoQdhsx6aH

— Charles Farina (@CharlesFarina) February 18, 2020

Previously only available in Google Analytics 360 (Enterprise), App + Web now includes a FREE BigQuery Export. Yes, you can now get access to all of your raw event-level data without sampling and other restrictions! https://t.co/YbyrSXIu1G #CMWorld https://t.co/zwsxLHme36 pic.twitter.com/FGHI1GGbeo

— Charles Farina (@CharlesFarina) February 18, 2020

Anyone ever wanted trended funnels for @googleanalytics? App + Web has them! #CMWorld pic.twitter.com/AcMsqs42k2

— Charles Farina (@CharlesFarina) February 18, 2020

Brand new cross-platform reports in App + Web, for those of you who have Mobile Apps in addition to a website! #CMWorld pic.twitter.com/eJINDXnCvx

— Charles Farina (@CharlesFarina) February 18, 2020

For anyone who has ever had to do debugging for @googleanalytics, you are going to love the new DebugView feature in App + Web. Debug in real-time directly in the UI! pic.twitter.com/IAiZMuwFZy

— Charles Farina (@CharlesFarina) February 18, 2020

Thanks for a great chat! If you want to get started with App + Web in @googleanalytics , here are two amazing resources to get you going. https://t.co/VVayi8r8yG and https://t.co/yp7qVTOcCW (you should also follow @SimoAhava and @kristaseiden) #CMWorld

— Charles Farina (@CharlesFarina) February 18, 2020

How are you using Google Analytics to measure content marketing success? We’d love to know. Leave us a comment below. 

Charles will be introducing #ContentTECH Summit attendees to the next generation of  Google Analytics. Are you ready? Register now to grab a seat in his session. Save $100 on your ticket with code SM100. 

Posted February 19, 2020 in: Event by Monina Wagner