What Google Analytics 360 means

Insights Director Lynn Wilson gives us the lowdown on Google Analytics 360 and what this latest product evolution means for you and your business.

If you’re at all familiar with Google Analytics, chances are you didn’t miss the recent launch of its latest product evolution. What may have been less apparent was what this change brings and what it means for you and your business. This month we give you the lowdown on Google Analytics 360.

Aimed at enabling marketers and brands to work and strategize more efficiently in a multi-screen world, Google has grouped together six products. Half are pre-existing products that Google has either rebranded or tweaked slightly:

  • Google Analytics Premium (now called Google Analytics 360)

  • Adometry (now called Attribution 360)

  • Google Tag Manager

And the other three provide solutions for data management, testing/personalisation and data visualisation needs.

We will go into each element in greater detail but one of the most important points to note is that these developments do not affect standard Google Analytics and Google Tag Manager – you will still be able to use these great platforms with no subscription fees. This launch is about Google lining up its new range with the likes of enterprise solution big hitters (e.g. IBM Digital Analytics, Adobe Marketing Cloud). Data analytics is no longer a quick add-on, but part of a unified solution geared towards understanding and analysing how consumers actually research and shop in today’s multi-screen world. Clearly Google decided its suite could address this.

So, starting with the three pre-existing products:

- Google Analytics 360. The central monitoring tool of the piece, what was formerly Google Analytics Premium uses the same core premises as good old standard GA: collaboration, integration and visibility of results

- Attribution 360. Previously Adometry, the focus here is assimilating all your online and offline performance data into one single stream – providing the visibility your business needs to measure and optimise marketing spend for all channels altogether

- Tag Manager 360. Google’s tool enabling the tags you need to be added to and managed on your site. Supporting both Google and third-party tags, it is the only tag management solution that can be customised with an API. After all, your data is only as strong as its configuration, so best to get it right with this agile tool

The remainder of the suite are still in beta:

- Audience Centre 360. Google’s data management system brings together all your data ― analytics, search, display, email, social, and CRM

- Optimize 360. All about making running A/B tests even easier, this is the testing and personalisation aspect of the suite. From an Insights perspective, this is a particularly interesting one, as Optimize 360’s predecessor (Content Experiments) always seemed to fall a little short. Fuelled by the customer insights available within Analytics 360, Optimize users will have all the functionality they need to intelligently test and strategically personalise their onsite content

- Data Studio 360. Powered by BigQuery (Google’s data analytics platform), data visualisation, dispersion and communication is the focus here. Even the best data analysis is rendered pointless if its meaning is lost

The bottom line here is that Google has made the move from standalone analytics product to unified marketing and data management solution. Each of the elements within the suite are said to be available for subscription individually, which is interesting given the emphasis Google is placing on integration here. Is it concerned that forcing one price for all the products together will limit uptake? Or maybe it thinks the jump from ‘free’ standard Google Analytics to enterprise-level would be too much to swallow in one bite for some businesses. Whatever the reason, hopefully this won’t stop Google developing the robust, reliable (and free!) products as it always has.

What do you think about Google’s latest product launch? Join the conversation and let us know via Facebook or Twitter.

By Lynn Wilson, Insights Director.