Discover the entire customer lifecycle

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New predictive metrics will be added over time, such as estimating the potential revenue marketers can earn from a defined group of customers. In fact, deep integration with Google Ads lets you create audience segments that can reach customers with more relevant and useful experiences, wherever they choose to interact with your business. Google Analytics now measures interactions across the web and in apps, which means it can report on conversions such as YouTube views that happen in-app and across the web.


Google Analytics customer-centric measurement uses multiple identity spaces, including marketer-provided user IDs and unique Google signals from users who have opted in to ad personalization. You’ll see phone number whether customers first discovered your business from an ad on the web and then completed a purchase on your app. Over the long term, you’ll gain a better understanding of the entire customer lifecycle , from acquisition to conversion to retention. One example is being able to see which channels are driving new customers in your user acquisition report, and then use your engagement and retention reports to understand the actions those customers take, and whether they stick around, after conversion.

New approach to data controls
Google Analytics now offers more granular data controls that can be used to manage how data is collected and stored. These controls can also be used to specify how data should be used for advertising. This will allow you to optimize your ads and/or limit the use of data to measurement only. Google notes that these options can help marketers adapt to a potential future with limited cookies or identifiers.