Google has unveiled a range of new and enhanced updates for its Google Analytics 4 platform, designed to assist app developers in gaining deeper insights into user actions and refining their marketing strategies.
These new features encompass more advanced audience segmentation tools, added performance enhancement capabilities, and enhanced measurement options tailored for iOS campaigns.
In an official statement from Google, it was highlighted that these updates will empower app marketers who leverage Google Analytics 4 with analytics that prioritize user privacy. This will enable a comprehensive understanding of user behavior across both web and app platforms, all conveniently consolidated within a single unified interface.
Keep on reading to learn more!
Empowered Audience Tools For App Marketers
Targeting the Right App Users
As someone promoting a mobile app, you're always looking for users who not only install your app but also use it a lot. Google Analytics 4 offers tools to help you find and keep these users. There are some new things you can now do:
Suggested Audience: You can now easily connect with users who already have your app but haven't received push notifications. This is useful because many people don't allow apps to send them these notifications. Google emphasizes that just 37% of consumers choose push notifications after installing an app, underscoring the importance of this development. This new feature helps you reach and engage with these users better.
Using Audiences Across App and Web: If you've made a group of users (an audience) in Google Analytics 4 that includes both app and website users, Google will make sure that when you run ads for your app, only the people who use the app will see the ads. This way, your ads reach the right target audience.
Google Analytics 4 Audience Builder: Soon, you'll be able to create these user groups (audiences) directly in Google Ads using Google Analytics 4. This makes it easier for you to set up and manage your ads because you can build these groups as you work on your advertising campaigns.
Boosting App Campaign Performance
If you're advertising your mobile app, you now have the option to use more data from users who've given permission and signed in. This extra data can help make your ads work even better.
To do this, you need to turn on something called "Google Signals" in your Google Analytics 4 settings. When Google tested this, they found that for ads focused on getting people to engage with your app on Android devices, using this extra data could increase the number of successful actions (conversions) by up to 10% for the same amount of money spent.
Measuring Conversions From Websites To Apps
Sometimes, people interact with your business both on the website and through your app. But with new privacy rules, especially on iPhones, it has become harder to figure out how well these interactions are working.
So, Google has come up with a way to measure how well your website ads are leading to actions in your app using a new privacy-safe URL parameter known as gbraid. It's like having a private code that helps marketers understand when people go from your website to your app. Google Analytics 4 can use this code to help you see how your ads are performing and make them work even better. How cool!
Better Measurement For iOS Ads
Google Analytics 4 offers solutions that prioritize user privacy while helping you track and improve your ads on iPhones and iPads. Here are a couple of things it does:
SKAdNetwork Integration: Google Analytics 4 helps connect your app with SKAdNetwork, which helps you understand where your app installs are coming from. It's like a tracker that's more private. Now, you can also set up how your app measures certain actions for better optimization. You can do this through Google Analytics 4, an approved partner, or directly through Google Ads.
On-Device Measurement: If your app requires users to sign in, this feature uses their consented email or phone number to see if ads lead to more app installs. Importantly, no personal data leaves the user's device or goes to Google. In tests, apps with many sign-ins saw about 12% more installs on Google's platforms.
Tracking Impact by Location: You can now run tests to understand how your iOS app ads are really affecting user behavior. This feature lets you do controlled tests to see the actual effect of your ads on things like installs. It's like checking if your ads are making a real difference. As of now, it's still in the testing phase but we’ll let you know as soon as there’s an update!
A UK-based banking tech company called Revolut found that its iOS users were really valuable. So, they wanted to expand their iOS ads in key markets. When they started using Google Analytics 4, they saw a 12.5% increase in people opening their app for the first time and their ad costs went down by 11.2%. This means their ads became more effective and cost them less.
Google has brought in some changes to Google Analytics 4 that are centered around keeping user privacy intact. These updates are designed to give app developers the insights they require to improve their campaigns, all the while making sure user data remains protected.
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.