Google Analytics Premium Data Coming to BigQuery Plus Improvements to Mobile Analysis

Google announces upcoming BigQuery integration with Google Analytics Premium; Mobile App Analytics and Google Play integration and Google Tag Manager for Mobile Apps.

Google Analytics Premium is intergrating BigQuery, that allows clients to access their session and hit level data from Analytics within Google BigQuery for more granular and complex querying of unsampled data.

Those unfamiliar, ""Google BigQuery" lets you perform interactive analysis of massive data sets--"up to trillions of rows." Scalable and easy to use, BigQuery web service lets developers and businesses tap into powerful data analytics on demand. Plus, the data is easily exportable; you own it."

Potential uses of Analytics Premium and BigQuery integration includes, but "is not limited to," the following:

  • "Analyzing visitor behavior across very large date ranges. Answer the question: "From 2010 to 2013, which sections of my site had the most volatility in daily traffic volumes?"
  • Joining against data from other sources. Make detailed, custom analyses, such as: "I have a database that contains all the metadata about each article posted on my site and would like to see the bounce rate, conversion rate and new visitors generated by author and topic."
  • Understanding complex queries. Answer the question: "Of the visitors to my site that used a voucher code, how many originally discovered my brand from a voucher code site and how many left the checkout process and returned within 10 minutes with a voucher code? Which codes were used in each case?"
  • Integrating with Data Warehouses. Make detailed, custom analyses, such as: "On a weekly basis, for each of my logged in customers, I want to see the top 5 products that they viewed but did not buy and add that information into their record in our CRM," explains Google.

google analytics premium data in bigquery

In addition, Google has also announced two improvements to mobile analysis to be available for all users shortly "will let you better measure a mobile world and use your data in more ways to improve the customer experience."

The improvements include: "Mobile App Analytics Play Integration" and "Google Tag Manager for Mobile Apps."

Mobile App Analytics is now deeply integrating with Google Play, to present a complete view of the Play acquisition funnel in one clear, easy to understand report. The data sources you'll be able to see include:

  • Google Play traffic sources helps understand which traffic sources and Google search keywords account for most new users. "Campaign sources will help you refine your app marketing mix in order to focus on those campaigns and programs that bring the highest quality traffic," Google explains.
  • Google Play views helps understanding how many views your app is receiving in Google Play from each campaign or source.
  • Installs simply shows the number of users who actually installed your application from Google Play. It's useful here to determine which sources are successful at driving installation.
  • New users shows you how many users actually launch your application. This is a key metric to see even beyond installations and tracing the path up the funnel. As this report is using flow visualization, "you can also select any path you wish to analyze further which will highlight that path and present useful data points along the funnel such as drop off rate," Google adds.

Google Tag Manager for Mobile Apps beta, lets you dynamically configure mobile applications on Android and iOS server-side.

""Google Tag Manager for Mobile Apps" uses Google Tag Manager's sophisticated rule-based serving engine and easy-to-use management interface making it a snap for developers to make changes to their apps," even after an app has been downloaded by users.

"Now changing the configuration of your application or rolling out a new feature is as easy as going to the Google Tag Manager web interface, changing a couple of values, and then pressing a Publish button. Changes go live in seconds."

"You can configure virtually anything in your application: from ad values such as frequency and duration and UI settings like colors and layout, to time-based events such as in-app promotions and special events," Google adds.

Sign up for the whitelist to be among the first to try out GTM for Mobile (you'll need to first visit the Google Tag Manager site and create an account if you haven't already).

Here are benefits of BigQuery includes:

  1. "Leverage Google's massive computing power to get business insights from big data in seconds rather than hours.
  2. Analyze massive amounts of data in the cloud with no up-front investments (hardware provisioning or software licensing investments).
  3. Share and collaborate quickly and securely using Access Control Lists.
  4. Store as much as you want, paying only for what you use.
  5. Protect your data with multiple layers of security from Google," informs Google.