Google Analytics 360: A Guide to Advanced Customer Analysis

2018/05/25 08:00

A look at the recent changes made to Analytics 360 and what it means for your business.

In an effort to help brands better understand the customer journey, Google has launched Advanced Analysis for Google Analytics 360 customers.

The main purpose of this update is to help businesses gain a deeper understanding of how users interact with their site so that they can optimise and improve their customer journey.

The tool is currently available in beta and offers three new reports: Exploration, Segment Overlap, and Funnels.

Let’s look at each of these new reporting tools in detail.

A look at the new Advanced Analysis reports in Analytics 360

Once you are logged in, you will have the option to choose from one of three reporting templates to get started: Exploration, Segment Overlap or Funnels.

As you begin creating reports, they will appear in the ‘All’ or ‘Owned by Me’ report lists. Be sure to give each of your reports unique names to avoid confusion later.

Regardless of the reporting tool you choose, you will be met with a Variables Pane, which you will use to add segments, dimensions and metrics to your reports. You will be able to load up to 10 segments, 15 dimensions and 10 metrics in the Variables Pane at a time using a drag and drop functionality.


The Exploration report gives you a high-level overview of your data using up to 5 nested rows and columns. Other features include:

  • Easily update display. This reporting tool gives you the ability to pivot your tables, adjust the number of rows and columns being displayed and change your data visualisation style.
  • Apply filters. Right-clicking on a value allows you to include or exclude data, which will also apply a filter to your entire report.
  • Create segments. Users can create a segment from a data selection so that it can be used in other Google Analytics reports. Just be sure to define the visibility settings and publish it.
  • Build an audience. Use your data to build a custom audience, which can be imported into Google Analytics for retargeting purposes.
  • Explore user data. Click on ‘View Users’ to see more details about the users in your subset of data.

Segment Overlap

This reporting template allows businesses to create a visual representation of how their Google Analytics segments intersect with one another, with the ability to add up to 3 segments at once. Some of the other features of this report include:

  • Helps answer specific customer questions. This reporting tool is great for answering questions such as “Are new or returning customers more likely to make a purchase on my site?”
  • Easily add additional metrics. Even though your segment overlap will be determined by the top metrics in the Values Pane, you do have the options to add more metrics.
  • Discover more about your customer journey. While the ‘Users’ metric is the default, you do have the option of switching it to ‘Sessions’, ‘Conversions’ or even ‘Transactions’ to help answer specific questions about your customers and how they interact with your site.
  • Create segments and audiences. This reporting tool also gives you the ability to create segments and build audiences by right-clicking and selecting data.

Funnel Analysis

Instead of only being able to break the customer journey up into 5 steps or less, businesses now have the option of breaking into as many as 10 smaller steps to gain a more in-depth view of how different groups of people interact with your site. Other features of this report include:

  • Add segments. The Funnel Analysis reporting tool gives you the option to add up to 4 segments to the report.
  • Create segments and build audiences. This report also offers the same segment and audience functionality as the other two.
  • Target users who abandoned your site. In the Funnel Analysis report, the grey bars show users who left your site in-between steps. Businesses can now build an audience off these users and retarget them in AdWords.
  • Metrics can now be used. Custom Funnels in Google Analytics 360 could only be defined by dimensions but with Advanced Analytics, metrics can now be used.
  • Closed funnels. Advanced Analytics makes use of closed funnels, which means users have to enter the funnel at the first stage in order for them to qualify for it.

Advanced Analysis is certainly going to open up new doors for brands looking for a more advanced way to analyse their customer and website data.

Are you currently a Google Analytics 360 user?