Last week, Google Analytics released a news release announcing the launch of a more intelligent GA service based on machine learning powered by GA App+Web, which was launched in beta testing last year.
The system offers advanced data collection solutions subject to cookie and identifier restrictions, while respecting confidentiality conditions.

Let's remember what has changed with the introduction of the App+Web system. As the name suggests, the system combines user data from the website and from the application.

1. Data collection is based not on sessions, as before, but on events and parameters and users. In fact, it is an advanced Firebase functionality that helps to collect and process application data. Here, instead of the usual indicators, event parameters and user properties are used (i.e., unique user identifiers created based on priority indicators for the product). Such an innovation may introduce difficulties for some users, since there are no "typical user indicators" in this system and probably will not be.

2. In addition to automatically tracked parameters, an easy setting for tracking additional events has been added, such as browsing and scrolling pages, outgoing clicks, site search, for which you do not need to enter additional tags on the page.
A list of collected events that can be enabled with a single button:
language
page_location
page_referrer
page_title
screen_resolution

In the context of constantly changing market conditions and restrictions arising in connection with confidentiality, Google experts consider it no longer sufficient to view certain individual indicators, but offer a comprehensive look at consumer behavior. Based on the information collected, the machine learning system will predict emerging trends, which will help calculate the outflow of customers or an increase in demand.

The data accounting system is constantly being developed and supplemented. Deeper integration with Google products is being introduced to more accurately track customer behavior. The App+Web system, which combines data collection from web pages and applications, helps in obtaining summary data from various sites, such as YouTube (watching videos in the application), email, Google search service, third-party sites, social networks, as well as analyzing the interaction of sources.

As part of working with GoCPA, you can integrate with Google Analytics in a couple of clicks to receive order data, check and take attribution into account when calculating payments.