An Introduction to the Google Analytics App + Web Property

Google App + Web property interfaces

Google Analytics is the most common choice for businesses looking to track their app and website engagement.

Recently, Google released a new version of Google Analytics called App + Web that now unifies the properties of both website and app analytics.

Google analytics for Firebase has been a popular choice for collecting mobile app analytics in recent times, the technology has now been redefined into a more comprehensive model.

The new GA App + Web property allows users to combine web and app data to get a consolidated report and analysis across devices.

This isn’t an enhanced model of Universal Analytics or an innovative way to integrate Firebase Analytics with it. This is a completely new and improved measurement model for web traffic.

Let’s dive a little deeper.

What’s new in GA App + Web Property?

The first thing you will notice about the Google Analytics App + Web Property is the clunky name. So, from now on, we will refer to this version as GA 2.0.

One change that is identifiable the moment you set up GA 2.0 is the absence of the reporting views. The new Data Streams section now contains all of your data reports now.

Overall, the new interface of the new Google Analytics App + Web property has sophisticated reporting options, powerful segmentation, report customisation options, inside report filters, and so much more.

So if you look after a mobile app and a website, then it is a no-brainer to set up a new App + Web Property for cross-platform analysis and reporting.

Even if you are handling only a website or a mobile app, you can still choose to set up the new GA 2.0 property for powerful reporting.

Let's break down the new features:

Below we’ve given a nice summary of the new configuration options and reporting features that you will find inside Google Analytics App + Web properties.

For Reporting:Google App + web property Menu

  • Home: This report provides details of users, events, conversions, and revenue. Similar to your typical Google Analytics reporting view, this is where you will see a general outline of your user engagement across your app and website.

  • Users: With the User Report, the Google Analytics 2.0 version provides the top-level metrics of the people who are engaging with your website and app. It details your Daily Active Users, Weekly Monthly Users, and Monthly Active Users. There are also additional details stored in the Users report if you want to take a look at new users or user medium.

  • Demographics: The Demographics reporting provides geographic details of the users, along with standard demographic details i.e. gender, interests, age range, and languages.

  • Behavior: This report represents the events and pages that have been tracked to determine engagement and conversion metrics.

  • Technology: Under the Technology report, you can view details of how you are tracking users to collect their data and information. For web, you will be able to see the browsers details of your users, similar to the standard reporting view.

Event Reports:

  • Conversions: With the conversion report, the GA App + Web property will let you review the number of conversions taking place on your website and app overall.

  • All Events: The All Event report includes different events that are captured by Google Analytics to provide flexible reporting using different view parameters.

Explorer Reports:

Under the Explorer Reports tab, you can see Analysis Hub, Exploration section, Segment Overlap, Funnel Analysis, Path Analysis, and User Explorer information. Under this property report, you will get a detailed report of multiple segments and analysis of individual actions and other details regarding the website and app.

Report Configuration:

  • Audience: You can customize the audience to focus the analysis on a particular user section. It will allow you to set member duration, include and exclude users, and even set time constraints on the audience.

  • User Properties: This feature of GA 2.0 allows you to define and collect information about the audience.

  • Debug View: With the Debug View, you can debug the Android or iOS application by reviewing the event data on Google Analytics.

Property Configuration:

Under the Property configurations, you can manage Property Settings, Data Streams, Data Settings, and Default Reporting Identify features.

You can gather tracking information from the data streams, select your industry under the property, and choose the data retention period under data settings.

Account Configuration Options:

All filters can’t be applied to the Google Analytics App + Web Properties. Still, you can review the filters that are applied to the standard properties.

Limitations of GA App + Web Property:

While the Google Analytics App + Web property is quite a remarkable upgrade in the Analytics and Reporting field, there are some limitations that you need to be aware of.

  • There is a limit of 500 unique Event names and strict character limit of the Event Parameters as well.

  • There is also a limit on the Registered User Properties up to 25, and you won’t be able to delete the users as you get close to the limit.

  • Users have a hard time comprehending the application of GA 2.0, as there are still some concerns that are not clearly addressed.

  • At last, Google App + Web Property is a slight learning curve for the people who are not accustomed to using Firebase Analytics. This will make navigation around the new model challenging for some users.

To wrap things up...

Instead of comparing the new Google Analytics App + Web Property to the Universal Analytics, see it as a new model that will be helpful.

The good thing is that you can set up this new measurement model in parallel to the existing one and compare the reports and analysis between properties.

If you don’t want to be confused during the setup, then we have compiled a guide for setting up Google Analytics App + Web Property as well.

We hope you find it helpful, and as always, if you need any assistance please get in touch to book a call with our Data and Analytics team.