Google Analytics App + Web is the new version of Google Analytics. It allows you to combine app and web data for unified reporting and analysis, which allows you to tell the full story of your audience's engagement.
As well as simplified interface, there are many new and updated features that are coming out of App + Web, and one of them is the new Analysis Hub.
The Analysis hub is an area where you can create six different types of advanced reports, using all of your App + Web data. These reports are probably one of the most exciting features to come out of App + Web, well, for me anyway. Mostly because the Analysis reports are currently only available to GA360 customers, and even then they are limited, with only three types of reports available.
The team here at DRD have been spending a bit of time exploring each of these reports and documenting what they believe are the main benefits, and the best use cases for each report. I've put together a summary of the top features of each report, along with a link to view their full reviews.
Before I jump into it, if you already have an App + Web property set up but are not really sure what reports I’m referring to, you can find the Analysis reports under the “Explore” panel on the left hand side of the interface.
If you’ve used GA360, then you would notice that the segment overlap report looks very similar in App + Web, except one of the main features that has changed is around using segments. In the GA360 segment overlap reports, you have to build your segments in the normal Google Analytics interface, then add them into your report. In the new App + Web report, you can build your segments in the report itself.
One thing to note with this feature, is that the segment does not seem to save outside the individual report itself - not sure if this will be updated in the future from Google.
Another great feature with Segment Overlap is segments can have a time frame included within their sequence, meaning the user did X within seconds, minutes, hours or days of doing Y. For example, you could segment all mobile users who read a certain blog page and subsequently added a featured item to the cart within 5 days.
Read more about Corinne's deep dive into the Segment Overlap report here.
If you’ve used Custom Funnels on GA360, then this report will look familiar to you, except one thing that stands out immediately when looking at the interface, is that there is no “Edits” tab. Edits and Funnel are side by side, reducing time going back and forth tweaking (time saving is always a bonus).
The Funnel Analysis report in App + Web allows you to use more steps per funnel, more segments per funnel AND allows you to break down your funnel by any dimension of your choice. Sounds pretty great if you ask me.
To read about the other features and how to use the Funnel Analysis reports, take a look at Yinyee's post here.
The Path Analysis report is similar to the User Explorer report - only better.
This report allows you to see patterns in user journeys and behaviour flows, gives you the ability to view multiple flows from the same starting or ending point and has a nice and friendly user interface - which is always important.
Li-Ern has done an excellent job of digging into the depths of the Path Analysis report, and has put together her thoughts here.
The Exploration Analysis report does exactly what it sounds like - lets you explore your data - but without being limited to the 2 dimensions that you have in your standard GA reports. It is also a very powerful report if you want to conduct cross-tab analysis (ie: slicing and dicing data across segments, columns and rows). You can also create dynamic filters, build dynamic segments as well as re-marketing audiences which can easily be pushed across to Google Ads.
To learn more about what Nehal discovered while doing his own exploration on this report, head to his post here
User Explorer Report
If you’re familiar with the User Explorer Report in Google Analytics, then the updated App + Web version will look familiar, but with a few new features.
These features include the addition of Stream Name as a column in the report, which allows you to analyse and differentiate between Web and App traffic, as well as customisable metrics and dimensions, which allows you to drag and drop an array of metrics into your report, or pick a dimension to add a filter on your report.
Head here to read more about Ash’s thoughts on the new User Explorer report.
After reading and summarising the findings from the team, one thing that really stood out to me is that Google’s new App + Web is still heavily in beta. Whilst we are all very excited for the new platform, and would recommend companies (especially those using Firebase) to set up a new App + Web property, we here at DRD are still experimenting with the best way to configure the new platform (given the new data model), so we would recommend setting this up in parallel with your existing property for now and watch this space for new information as we keep exploring.