8 August 2018 Mino Bedin

Google Analytics will soon introduce the features of Google Signals

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Google Signals is the option that allows you to improve the collection of Analytics data (and not only) by taking advantage of the ad personalization features of Google Ads.

The customization of Google Ads ads allows Google to provide additional tools to those who manage advertising campaigns for the creation of ads more relevant to people’s needs and preferences. This is possible thanks to the recognition of users who have a Google account.

In other words, with Google Signals, Google Analytics introduces one of the perhaps most anticipated features regarding Google Analytics, that of recognition of real users on their site, of individuals, of whatever means they use to connect.

Users who have a Google Account can be recognized every time they browse the site or use the relevant app.
The fundamental requirement for the recognition of persons will be the use of the same Google account in the devices of use.

Wasn’t user recognition already possible?

Yes, it’s true. Until now it was possible to recognize users who use different devices using the functionality of user ID.

After recognizing a user on the site, for example just after logging in or registering, it is possible to send an identification code (“user ID”) to Analytics and thanks to this to recognize the same person in his customer journey (website, app, physical store etc).

This functionality is still available, it will not be replaced and will continue to be based on the identification ID of the person registered at the site, the app or the company.

user ID Google Analytics_Google Signals

However, with respect to the user ID features, Google Signals activation will be simpler and faster: in fact, the support of developers and/or technicians will not be necessary.

Furthermore, the recognition of people based on Google users (and not users logged on to the site) will bring potentially higher service coverage compared to the coverage provided by the single registered user and logged on the website (at least for most sites and companies, especially for small and medium enterprises).

What improvements will Google Signals bring practically?

The first improvement will be observed in the standard reports, those available to all.

When activating Google Signals, at least two new reports will be activated, called reports Cross-Device. The new Analytics reports will allow you to analyze how users move from one device to another.

For those who already use the user ID functionality, these reports will be completely similar to those already available to them. For these users, the new reporting will simply be added to the one already present, obviously with data and coverage percentages that are certainly different.

In the images below, some examples of cross-device reports.

User overlap:

report cross-device Google Analytics - sovrapposizione utenti

Paths for devices:

report cross-device Google Analytics - percorso utente dispositivi

A further improvement will be achieved in the collection of remarketing data with Google Analytics. In fact, with Google Signals, remarketing segments created with Google Analytics will be able to activate ads in cross-device mode, thus following the user in all his devices.

Finally, there will also be a general refinement of the advertising reports, on demographic data and on interests of Google Analytics.

How to activate Google Signals

For users who will be able to activate Google Signals, simply follow the steps indicated in the official guide.

For those who have not yet received this possibility, it will be necessary to wait a little longer, the release of the functionality seems to be happening very slowly.

Some more attention

TSW suggests paying attention to the activation of Google Signals functionality, especially for those who have never activated remarketing and advertising functions.

These features are based on Google Ad Network data. Activating them allows Google Analytics to install third-party cookies and to exploit external data with respect to those collected by Google Analytics.

In order to keep up with the rules introduced by the law on cookies (cookie law) and by the GDPR, we recommend the utmost attention in receiving user approval for the use of cookies and data.

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TAG: digital marketing