For many website operators, Google Analytics is the most essential tool for analyzing the behavior of their customers. Last year, Google introduced essential innovations with the App + Web Property Updates. Based on this, the search engine has now rolled out version 4 of Google Analytics. We show what website operators can expect and how Google can help them better evaluate their data traffic. 

Google Analytics Predicts User Behavior 

Google has built predictive metrics into its tool. These are based on machine learning and should enable site operators to predict the behavior of their target group. For example, they should analyze why which customer spends how much and how much sales they can potentially generate. 

Analytics now also calculates how likely it is that a customer will churn. And: Companies can create target groups for Google Ads to which content is displayed based on the insights. With these metrics, Google wants to support site operators in optimizing their ROI. 

GA makes the customer journey transparent 

Google has integrated its advertising network deeper into Analytics. For site operators, this means: You can see when users have discovered your company for the first time on the Internet through an advertisement or poster printing, installed your app, and completed a purchase. In this way, Google wants to make every step of the customer journey - from acquisition to conversion to retention - glasses. 

Google has reorganized and simplified the reports so that site operators can read essential findings from the customer journey more quickly. Companies should be able to find the insights more intuitively. 

The acquisition report now shows which channels have brought customers to the company. The reports on engagement and user retention show which interactions users make and whether they remain as customers.