Google launches free version of Optimize 360, introduces Session Quality Score metric & more

Google made several announcements around analytics at SMX East in New York City on Wednesday.

In a keynote discussion and blog post, Babak Pahlavan, senior director of product management for analytics solutions and measurement at Google, explained a number of new features and product tests available for both the free and paid versions of Google’s analytics suite.

Here’s a look at what’s coming.

Free version of Optimize 360

Google introduced a set of measurement products with the Analytics 360 Suite in March. Shortly thereafter the company released a beta version of its new reporting solution, Data Studio. Now comes the free version, also in beta, of Optimize 360. Google Optimize is a landing page testing and optimization tool that integrates directly with Google Analytics. Users can request an invite to the beta starting today.

Report templates in Data Studio

Google rolled out a free version of Data Studio 360 in beta shortly after the release of Google Analytics 360 Suite. New report templates will be available in Google Data Studio starting next month. The templates will make it that much easier to start building and sharing reports that incorporate a variety of data sources including Google Analytics, AdWords, Google Sheets and more.

Session quality score

A new metric called session quality score will soon be available in beta in both the free and paid versions of Google Analytics. Many Analytics users have created Goals aimed at capturing sessions that would seem to show signs high consideration or purchase intent by looking at metrics like average session duration, certain pages visited, number of pages visited, etc.

The new session quality score built in to Analytics uses machine learning to “predict the likelihood of a visitor making a transaction (purchase) on your site or app”.  The metric then makes it possible to remarket to those visitors deemed high-value.

This is just one more way Google is incorporating machine learning into its products. Quality session score follows on the introduction of Smart Goals, designed for site owners that don’t have conversion tracking set up. Smart Goals uses aggregated conversion data from Google Analtyics-enabled sites to capture goal events from sessions deemed likely to convert. Other examples include the recent addition of automated insights in the Google Analytics app and machine learning-driven targeting in the recent update of Universal App Campaigns that aims to show ads to users more likely to download advertisers’ apps.

Tag Manager integrations with 20 more data sources

Google Tag Manager and Tag Manager 360 users will be happy to see the addition of 20 new integrations with data sources like Quantcast, Twitter, Bing, Nielsen, and others.

Rather than having to use the custom HTML tag type to add the tracking pixels for these services, marketers will be able to select the tag template from the growing list of integrations. Users will start to see the new tag templates become available over the next couple of weeks.

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About The Author

As Third Door Media’s paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She provides search marketing and demand generation advice for ecommerce companies and can be found on Twitter as @ginnymarvin.

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