Google Signals Release – 6 Months On
In July of this year, Google began to roll out its activate Google signals beta. This enabled users to see the wealth of insights that the feature could provide. Now that the feature is out of its Beta stage of development and fully released, there are a number of new and exciting opportunities set to be integrated into the platform.
The new Google Signals feature is designed to further enhance user understanding of how customers are interacting with their site. It takes into account multiple devices and will utilise Google’s signed-in data to produce accurate analytics. It has cross-device capabilities which can even extend to remarketing further insights into audience and demographics as a result of the integration of Google signed-in data. This may even help to track off-site store visits and all other Advertising Features integrated into the one reporting feature.
The new feature works with Google users who have switched on Ads Personalization, to help them collect additional information on how visitors are interacting with their site and their behaviour. This can be tracked across multiple browsers and multiple devices. Due to the large volumes of the audience who are already turned on Ads Personalization, the entire user base of a website can be estimated.
There are a number of reasons why you may want to utilise this feature, with some of the keys uses being displayed by Google as:
|As a….||I would like to…||So I can….|
|Publisher||Report on cross-device user counts (including 1-Day, 7-Day, 30-Day actives)||Accurately report on the number of users instead of devices|
|Publisher||Understand the customer journey across devices by analysing user based reports (active users, funnels, pathing)||Optimise user experience for the full customer journey across devices|
|Publisher||Report and understand different groups of users based on the different device combinations they use||Help focus my resources and efforts on the most valuable/promising set of users|
|Marketer||Report on and understand my cross-device marketing performance (e.g channels, campaigns etc.)||Optimise ad spend based on cross-device usage|
|Marketer||Remarket to users across devices||Offer highly relevant ads based on cross-device usage|
This new feature is set to come into play in the weeks just after Google Signal’s release in July and is just one of the many great new features being offered as part of the brand-new Google Marketing Platform. The feature is set to integrate Google Analytics 360 Suite and DoubleClick advertiser products, to further enhance the platform’s capabilities.
Brands such as Adidas have already utilised some of these features from the integrated platform and we imagine that even more brands will follow the German corporation’s lead. This will give businesses a greater understanding of the impact that their marketing efforts are having.
How Do I Turn On Google Signals?
If you want to benefit from enhanced customer reporting and remarketing as part of Google Signals, you will need to turn the platform on. In order to do this, you will need to have Edit Permission for the property that you wish to track.
Once you have signed into Google Analytics, follow the steps below:
- Click GET STARTED in the blue notification banner at the top of the page or visit Property column > Tracking info > Data collection and follow the prompt.
- Read the Activate Google Signals info then click continue.
- Activate Google signals by selecting the properties which you want to activate. Then click Activate or click Decide Later if you want to delay activation.
What Will I Have Access To When I Use Google Signals?
There are a variety of tools and reporting applications you’ll have access to once you begin using Google Signals. We’ve listed just some of them below:
The device overlap report helps you to get an understanding of the types of devices that users are utilising to engage and convert on your website.
This refers to whether someone has used a smartphone, tablet or PC to access your website and how the separate platforms might be affecting their behaviour while they are on it.
This information can then be converted into any number of graphs or tables to help better visualise the relevant statistics and how each version of your website is impacting upon its overall conversion rate.
This report covers the sequence of devices that visitors use to access your website along the path to conversion.
It will monitor how your website’s users first engaged with your content and whether they stayed on the same device throughout or changed mid-way through as they made an action on your site.
A device path might look something like this:
[Desktop] > [Mobile] > [Tablet] > Conversion
The device pathing application helps you to gain a greater understanding of each of your user’s conversion journeys before, during and after you’ve created a goal, event or viewing page.
Aiding you in the evaluation of user behaviour across every interaction that you will have designed for the site, the device path can serve as a valuable resource for anyone utilising Google Signals.
The channels report is based around a whole host of metrics including acquisition, behaviour and conversion rates.
It also incorporates a last non-direct click attribution model which shows how efficient a website’s acquisition device is and its relationship with how well a website converts traffic into profit.
As part of Google Signals, you’ll also gain access to your website’s acquisition device report which will show the most prominent devices your users engaged with to complete a conversion on your site.
Acting as a revenue volume break down, you’ll be able to see which version of your website is most prolific with acquisitions and shift your business’s focus appropriately.
The Changing Face Of Google
With the integration of more automation on its platform and the brand-new Marketing Platform on its way, Google is really pushing to adapt and aid the way marketers track their audience. Brands are more aware than ever that user journeys are no longer linear, and as a result, it is becoming far more difficult to track when a user first starts to interact with the brand. The new Google Signals feature is set to make the entire process easier than ever before.
To find out more about Google Signals and how this platform is set to impact your campaign, get in touch with a member of our team on 0800 088 6000 today.