Google took a massive step into unifying data coming from app and web. On July 31, Google Analytics introduced a new way to unify app and website measurement in Google Analytics. We now have new unified Web + App properties in GA.
You will find a new property type, App + Web, that allows you to combine app and web data for unified reporting and analysis.
In this property you will find reports that use a single dataset of metrics and dimensions, making it possible to see integrated reporting across app and web. You can now see the overall reporting on the ABC : Acquisition, Behaviour and Conversion regardless of the platforms the user at.
Google Analytics now uses an Event + Parameter model. You can associate more metadata with the user interatcion and it creates a new world of data analytics space. It may be a good signal that GA is moving away from the traditional Session/Pageview based analytics and getting more closer to Snowplow / Mixpanel. Exciting times ahead.
As per Google
You can also go deeper to understand the effectiveness of your marketing campaigns across platforms. For example, you can see how many users started on your app then visited your website to make a purchase
This is a new feature where you can activate most common events that you may want to track without any coding or tags. In addition to page views, enhanced measurement allows you to measure many common web events like scrolls, downloads, video views and more with the flip of a toggle in the admin settings for your property.
This feature will be rolled out in Beta to GA 360 accounts first. As per Google
Read about new GTM custom teamplates feature here: Custom Templates : Google Tag Manager
It’s still in Beta so there will be many instances of things getting better. But overall these are exciting times, where GA dataset is going to be more granular, autonomous and with more metadata that will enable the marketers and businesses to take wise and better decisions. I am personally very excited to play along with this new feature. Read the Offical Blog from Google.
What are gtm.js, gtm.dom and gtm.load events in dataLayer for Google Tag Manager (GTM)? Read Here