Google has introduced four new enhancements to help webmaster better understand users journeys across channels and devices so they can deliver them more personalized site experiences.
The new Analytics features launches today, include: an update to Analytics standard reports that now immediately show, for instance, how many users are coming to your site from paid search ― in addition to seeing the number of sessions.
Google notes, even with this update, session metrics will continue to be available in standard reporting.
Just sign in to your Analytics account and head over to Admin -> Property Settings, and then choose the toggle switch labeled “Enable Users In Reporting” to enable this update.
In the screenshot above, you can see users are now included in Analytics standard reports.
To analyze by user you can also try existing reports, like Active Users, Cohort Analysis, and Lifetime Value.
Lifetime metrics and dimensions for every user
In addition to “User Explorer” to analyze visitors on an individual level, another tool added today is called “lifetime metrics” and “dimensions for individual users.” Based on the lifetime of their cookie, these new metrics and dimensions will give Analytics users a much more detailed way to measure visitors and customers.
Here is an screenshot of new lifetime metrics and dimensions for individual users in User Explorer:
Audiences in reporting
Google is also enabling marketers to now publish any audience to a new Audiences report added today. To see a cross-channel view of the audiences you have created in Analytics, just go to the new “Audiences report.”
An image shows how to publish your audiences into Analytics and then view reporting in the Audiences report:
Reach users most likely to convert
A new metric added called “Conversion Probability,” as the name suggests based on a machine learning model that learns from users who have made transactions in the past shows the probability that a given user will convert in the future.
In addition, a new Conversion Probability report will now show the Conversion Probability for all your users, including across important dimensions such as channel.
The feature is rolling out in beta to all Analytics accounts over the next few months.
Screenshot of new conversion probability report: