Brands are working hard to meet a resounding customer demand for an experience that is relevant and personal to where they are in their engagement with brands. Ninety percent of marketers say understanding how users engage across channels and devices is vital to success.

In response, Google Analytics has announced four new features to better measure the customer journey. The new version of standard reporting will now also include “Users,” instead of just “Sessions.” This reframes the data for ongoing engagement focus, especially for instances where users visit multiple times, as opposed to just a total number of sessions.

Prior to this update, you had to build custom reports to get a good picture of user data. This update can be enabled by going to Admin, and then Property Settings in your Google Analytics account.

Choose the toggle switch for “Enable Users in Reporting.” The data will then appear in your report view: User data can be further analyzed in other reports such as Active Users, Cohort Analysis and Lifetime Value. The new User Explorer tool allows marketers to view the lifetime metrics and dimensions at the user level.

Based on the life of their cookie, this will open up new details to marketers, such as the number of transactions made or total time spent on the website. Data for this report is available starting from March 9, 2016, and uses the top 10,000 users. Read more from marketingland.com…

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