Lowdown  on the Google Analytics 360 Suite

Google recently announced the upcoming rollout of the Google Analytics 360 Suite. You may have some questions about what this update means for your business. Here’s what we know so far and how it might affect you.

According to the official update, the Google Analytics 360 Suite is a “set of integrated data and marketing analytics products designed specifically for the needs of enterprise marketers and analytics professionals.” The Suite, which is currently in its beta stages, will included the release of brand new products as well as the rebranding of several existing ones. Nothing has actually changed just yet, and there won’t be any immediate changes to your account, but in the coming weeks and months the Suite will be making a few waves.

What We Know

Here’s what you need to know from the information we have so far:

  • Purpose: To rebrand current products and release new ones. The Suite won’t only affect Google Analytics—it will also have impacts for AdWords, DoubleClick, and other products in terms of how it will be integrated and used.
  • Testing: Google is looking for beta testers to give the Suite a try. BFO has signed up to be a beta tester and we’re waiting on approval. Stay tuned.
  • Availability and Cost: Most of the Suite products will be enterprise-level with and pay-to-play. Google hasn’t released prices yet, but hopefully they will in the next couple of weeks.

Rebranded Products

  • Analytics 360: Formerly Google Analytics Premium, this product will feature “exciting new capabilities in the coming months.”
  • Attribution 360: Renamed from Adometry—again, lots of new features that are yet to come, and it has a new look.

Brand New Products

  • Tag Manager 360: Technically, this isn’t a new product, but it’s a paid version of Google Tag Manager. You get some security features like malware protection, more restrictive tag deployment features, a greater number of turn-key tags, up-time guarantees, and enterprise-level support. We don’t yet know what the price point is here.
  • Audience Center 360: This feature is designed to help you “understand [your] customers and find more across channels, devices, and campaigns.”
  • Optimize 360: This is a potential game-changer. Think about creating customized pages by dragging, editing text, adding images, even creating new pages, all within the Optimize interface. Then you can use custom audiences from Analytics 360 to deploy your test pages. This beta is currently only available to Analytics 360 (GA Premium) customers, but Google is looking into providing a standard version post-release.
  • Data Studio 360: This is another amazing feature. It uses a hybrid of Google Docs and Google Spreadsheets to create custom dashboards, allowing you to add personalized background images, have multiple data tables from different GA Accounts, Properties, and Views all within the same dashboard, and send those dashboards to people who might not even have access to those GA Accounts. Plus, they update daily. You can also include non-GA data through manual imports. This means a fully customized client dashboard that updates automatically. It’s a game-changer.

This is all we know so far. We’ll keep you updated when we learn more. In the meantime, sit tight. As the Google Analytics 360 Suite begins to rollout this year, let us know if you have any questions about the changes and their impacts on your marketing efforts.

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Google Analytics 360 Suite



Also published on Medium.