The 20th of November 2019 IIH Nordic's Florian Pertynski gave a talk at Google Partner Summit Review event.

1. What it is
Where it is going
Who it is for

2. What is GA App + Web

3. Website and mobile app data brought together

4. 4
APP
In the past

5. 5
APP
The challenge

6. + mobile app SDK

7. Hey…?
mobile app SDK

8. 8
2 platforms, 3 products...
mobile app SDK
APP

9. 9
2 platforms, 3 products...
mobile app SDK
APP

10. (By the way…)

11. 11
Separate & different
APP

12. 12
APP
GA App + Web
App + Web

13. 13
What is GA App + Web
In a nutshell,
• website and mobile app data together
• new single data model
• new way of working with the data
• new setup required

14. What's great about GA App + Web

15. 15

16. 16
1. BigQuery integration
Out of the box for web!
• fast queries of large data sets
• data modelling, etc.

17. 17
Why "free" integration?
https://www.zdnet.com/article/top-
cloud-providers-2019-aws-microsoft-
azure-google-cloud-ibm-makes-
hybrid-move-salesforce-dominates-
saas/

18. 18
BigQuery integration
Out of the box for web!
• fast queries of large data sets
• data modelling, etc.

19. 19
2. Single & simplified data model
just this one:
• events (single variable)
+ parameters
+ user properties
types of hits:
• pageviews/screenviews
• events
• ecommerce
• social
• timing
App + Web

20. 20
Data model - example
1. event: page_view
2. event: form
• (param) form_name: <event
name>
• (param) form_action: click
• (param) form_type: simple
• (param) form_cta: sign up here!
3. event: form
• (param) form_name: <event
name>
• (param) form_action: success
App + Web
1. pageview
2. event
• category: form submit
• action: <event name>
• label: click to submit
3. event
• category: form submit
• action: <event name>
• label: success

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• tracking of users across platforms
and device types
3. Cross-platform user identification

22. 4. Sampling
none!
GA 360
Hey...

23. 23
5. Flexible data exploration
Ad-hoc segmentation
and filtering

24. 24
Funnels
Retroactive funnel
configuration
GA 360
Hey...

25. 25
Pathing
Path Analysis for
understanding of
sequential behaviour

26. 26
6. Attribution choice in standard reports
Some (albeit limited) choice
of attribution models in
standard reports
(Not surprisingly… Google
Ads)

27. 27
7. Audiences
• Custom Segments Audiences
• exclusion settings:
You can now decide when
users should be excluded from
an Audience.
• exclusion permanent or
temporary
• event-scoped conditions
• time-based sequences
...across platforms & device types

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8. Websites: built-in events & setup-free tracking
Some events are collected by default

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Some additional tag-free tracking
Some of the basic interactions can
tracked by default using the
Enhanced Measurement feature.

30. Universal Analytics vs. GA App+Web

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1. User identification
• Cookie/device
(apart from User ID view)
• User ID + cookie
(useful with multiple users logging in on
website and app)

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2. Attribution reports
• Built-in
• Bounce Rate, Duration
• "Acquisition, Behaviour, Conversion"
• Custom
• Engaged sessions

33. 33
GA A+W: more to choose from

34. 34
UA: strong on conversions
• Conversion Rate! • no CR, aggregated Conversion count

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3. Dimensions
• Full set of dimensions with hit, session, or
user scopes
• Events with Category, Action, Value
• Geo & device dimensions
• Traffic origin dimensions (automatically
collected or UTM-based)
• Events (single value) + Parameters (all hit
scope)
• User properties (user scope)
• Geo & device dimensions
• Traffic origin dimensions (automatically
collected or UTM-based)

36. 36
4. Metrics
• Full set of metrics describing
• Acquisition: New Session
• Engagement: Bounce Rate, Time on Page,
Session Duration
• Conversion: Conversion Rate, Value,
Transaction
• Event-based → Event Count
• User-focused → Active Users
• Value
• Transaction
• Calculated metrics: Avg., Rate • No calculated metrics
• BigQuery, DataStudio
• Custom Metrics • Numeric Event Parameters
• These can only be viewed in BigQuery/
DataStudio

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5. Graphs & visuals
• Timeline available with 2-dimension tables
• Map
• Country flags
• Funnels (improved in 360)
• Analysis module:
• Timeline
• Pie chart
• Scatterplot
• Map

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6. Working in the interface
• Segments & segment comparison
• Report-level filters
• Drill-down analysis
• 2 dimensions
• Analysis module
• Segment comparison
• Filters
• Pivot table

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So much to learn...
• Funnels (360)
• Retroactive
• Funnels
• Retroactive
• Direct or indirect step successions
• Time-bound succession (cross-session!)
• Open or closed
• Breakdown by dimension (e.g. Last Click
Medium)
• Elapsed time between steps
• (regexp matching doesn't seem to work
right now…)

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Funnels

41. 41
Funnels with timeline (Trended Funnels)

42. 42
Pathing
For now, by page title, not
URL/ page path 😢….

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User explorer - view single user's activity!

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7. Machine Learning & Insights
• View automatically generated
insights
• Also choose from selected specific
questions

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ML
• Anomaly detection

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8. Speed
• uhm... • (I say…) it seems faster out of the box
• Improvement with BigQuery
• Double that with BigQuery BI Engine for
super-fast data crunching

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9. Setup
• GTM • GTM

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What's missing

49. 49
What's "missing" (as of 11/2019)
• Ecommerce data (product scope…)
• Flexible Conversion reporting
• View filters
• Rollup reporting (one GA property per app)
• Built-in reports (not really missing)
• Attribution *new in UA

50. 50
Right now, best used for (as of 11/2019)
• Website-only situations
• Reporting
• Marketing effectiveness (conversions)
• Ecommerce
• Analysis
• Website + app (esp. with user login)
• Analysis & insights
• User-focused analysis
• Data collection
• Easy AdWords audience integration

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The whole idea...

52. Practical tips

53. Start with a Firebase project!
Tip 1: GA-FIR integration

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When setting up your Firebase project, don’t disable GA integration.

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Tip 2: show event parameters
In order to see the parameters sent with your Firebase/GA App+Web
events, you will need to add them in the interface.

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Tip 3: Don't be afraid of Custom Events
The documentation claims that Custom Events cannot be viewed in the
web UI. This, however, is not entirely true.

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Tip 4: numeric parameters
Event parameters come in 2 formats:
• text (string) and
• numeric.
Any text parameter – built-in, Recommended or Custom – can be viewed
in the reports in Analytics interface.
The only numeric parameter that you can currently view in the web
interface is value. Use this rather than e.g. price, score etc.

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Tip 5: parameter quota
According to the documentation the maximum number of parameters is
50 text and 50 numeric.
However, you need to to think in terms of event-parameter combinations.
You can only get 50 unique combinations with each type of parameter.

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Tip 6: Analytics data in BigQuery
Integrate BigQuery from the start. Upgrade to Blaze payment plan.

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Tip 7: you need your mobile app...
(… even if you have none.)
In order to get your data sent to
BigQuery, you will need a mobile
app added to the Firebase
project.
Don’t have a real mobile app?
Add a fake one and skip
validation.

61. Firebase for Web

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Firebase APIs
Agile marketing, app-style...

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Cloud Messaging
Send in-browser messages to users using Firebase interface!
App + Web

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Remote Config
Instant changes to your
website based on
conditions:
• behavioural (analytics)
• technical (browser, OS,
etc.)
• demo/geo (language,
etc.)
The example on the right shows a
banner displayed to randomly
selected 50% of users.

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Dynamic Links
• campaign links that also deep-link to your app
dynamic.link/campaign1
campaign
landing page
app
landing screen
mobile website
landing page

66. Considerations & Roadmap

68. 68
In the pipeline
• ecommerce tracking
• BigQuery integration (not working for Web right now)
• offline data integration
• premium tier

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Roadmap (9/2019)
Now
● Flexible event-based data model
● De-duplicated insights with
customer-provided User ID
● Ad Hoc analysis capabilities
● Enhanced Measurement
(automatic event tracking)
● FIR SDKs: Cloud Messaging,
Remote Config, Dynamic Links
● BigQuery integration
Next (2019 - 2020)
● Improved integration with Google
Ads
● eCommerce Capabilities
● Cross-device via “Google
Signals”
● Intelligence / Machine Learning
capabilities ✓
● Session reporting and analysis
Later (2020 - 2021)
● Enhanced attribution reports
● GMP integrations (DV360,
SA360)
● Offline data import capabilities
● 360 tier of app + web property
including SLAs, etc.

71. 71
Recommendation (in most cases)
• dual implementation: test &
learn
Start collecting data in GA App
+ Web early and add
functionalities as they are
rolled out

72. Thank you!
Florian Pertynski
florian@iihnordic.com