Google Analytics has added a new beta feature that aims to help marketers better understand how their customers are interacting with their website across devices. The new functionality is called ‘Google Signals,’ and offers Cross Device reporting and remarketing capabilities.
With Cross Device reporting, now instead of seeing two separate sessions when customers visits a site multiple times from different devices—you will now see users aggregated view of users visit across devices. For example, “a travel company with the new Acquisition Device report may find a lot of customers first visiting their site on mobile for initial research before booking a trip later on desktop.”
Our Cross Device reports only display aggregated and anonymized data from people who have opted in to personalized advertising (as always users can opt out at any time).
When activated Google Signals take advantages of Google advertising features that are updated to include aggregated data from users who have turned on Ads Personalization. “When users turn on Ads Personalization, Google is able to develop a holistic view of how those users interact with an online property from multiple browsers and multiple devices… Because of the large volume of data generated by users who have turned on Ads Personalization, Google is able to estimate from that data the cross-device behavior of your entire user base,” Google explains.
Following Google Analytics features are updated to include:
- Remarketing with Google Analytics: Serve ads in Cross Device-eligible remarketing campaigns to Google users who have turned on Ads Personalization.
- Advertising Reporting Features: Google Analytics will collect additional information about users who have turned on Ads Personalization.
- Demographics and Interests reports: Google Analytics will collect additional information about users who have turned on Ads Personalization.
Cross-Device reports (in beta): Based on aggregated data from users who have turned on Ads Personalization, Google Analytics models behavior for a whole user base across device types.
In addition, to Acquisition Device report, other Cross Device reports, like Device Overlap, Device Paths and Channels wil also become available soon.
Activating Google Signals is necessary to begin reporting on cross-device user journeys, as well as remarketing to signed-in Google users. Google said, the option to activate Google signals will be rolling out soon to all users. When you’re seeing it, follow these steps to activate Google Signals:
- Sign in to Google Analytics.
- Click “GET STARTED” in the blue notification banner at the top of the page, or navigate to Property column > Tracking info > Data Collection and follow the prompt in the blue dialog.
Click through the information and activation panels.
- Read the information about Google signals, then click “CONTINUE.”
- Activate Google signals.