Google Analytics vs Google Marketing Platform
Last updated: September 03, 2016
Google Analytics lets you measure your advertising ROI as well as track your Flash, video, and social networking sites and applications. Google Analytics shows you the full customer picture across ads and videos, websites and social tools, tablets and smartphones. That makes it easier to serve your current customers and win new ones.
Google Marketing Platform is a unified advertising and analytics platform for smarter marketing and better results.
Google Analytics vs Google Marketing Platform in our news:
2016. Google Analytics adds automated insights
Google Analytics makes it easier for users to find the important trends in their data on iOS and Android, where, in the Assistant screen, you should now see automatically generated insights. For example, if your website or app had a sudden jump in new users, Google Analytics will highlight that, and tell you where those new users came from. Or if you’re an e-commerce company, it can tell you which products had the biggest rise in sales. This is information that Google Analytics was already tracking, but now it’s being surfaced in an quick-to-read card format. So businesses don’t click around to different pages to find the information, and they’re less likely to overlook important changes in the data.
2016. New Google Analytics app improves user experience
The latest version of Google Analytics app (3.0) includes a few features heavily influenced by chat platforms. Google has simplified the navigation in the app. The cleaner interface makes reports easier to view, and metrics and dimensions appear within scorecards. I found the scorecards reminiscent of the widgets in the Google Analytics dashboards. The scorecards list a few top dimensions in a given report. Creating a familiar brief view of metrics and dimensions takes advantage of familiar tablet and smartphone user behaviors. Users can swipe to maneuver to their intended dimensions, and the shorter listing permits easier discovery of reports to bookmark.
2015. Google Analytics adds Calculated Metrics
Google introduced a new feature to Google Analytics called Calculated Metrics. It allow users to insert custom metrics derived from existing Google Analytics metrics. This saves users a step, allowing them to perform calculations without having to exit the report. Think of it as a quick means to add a compound metric that comes up frequently in business intelligence discussions. For example, an e-commerce retailer could insert a currency conversion metric by using the Revenue metric from Google Analytics reports and multiplying it by the current conversion rate. Calculated metrics can be found in the admin panel, under the view column.
2014. Google Analytics is available on iPhone
More than two years after releasing Google Analytics for Android, Google released a version of Google Analytics for the iPhone. The app lets users check in on their website analytics — including real-time visitor reports — from the comfort of their smartphone. In addition to real-time and time-based reports, the app can be used to view behaviors, conversions and more. The UI aesthetic matches the other Google apps for iOS. The app also takes advantage of the sign-in features in Gmail, Google+ and the standard Google app for iOS. Google Analytics for iPhone is not optimized for the iPad, however. Hopefully iPad support will be added in a future update.
2014. Google Analytics gets brand new E-Commerce section
Google is rolling out a “complete revamp” of its Google Analytics E-commerce aimed at providing insights into the entire customer journey, not just the purchase itself. New metrics include: product detail views, ‘add to cart’ actions, internal campaign clicks, the success of internal merchandising tools, the checkout process, and purchase.It’s also possible to build audience segments directly from funnel reports to analyze user actions like cart and product page abandons. Funnels are available at the device category level as shown in the screenshot below.