Digital Strategy User Experience Web Analytics Web Marketing

Google launches a free version of Optimize and Data Studio

22-03-2016_2-4
Nicolas Schoebel
Written by Nicolas Schoebel

The Google Analytics Suite 360 takes shape with the availability of Data Studio in France and the announcement of a free version of Optimize.

Google Data Studio is now available in France

The Google Analytics team is now investigating the subject of consolidating and visualizing data. Accessible since this summer in the United States, Data Studio is launched since September the 28th in France ; both its free version (limited to 5 different reports) and its paid version of Data Studio 360. This data visualization oriented reporting tool expands the possibilities by providing aggregate data from multiple APIs and data sources such as :

• Google Adwords,
• Google Analytics,
• Google BigQuery, MySQL and Google Cloud SQL,
• Youtube Analytics
• Google Sheet (usable as an intermediate destination to export any other data source).

Once the data is aggregated and processed by connectors, it is possible to use it in one or more reports : this architecture is the guarantee of the data’s consistency presented to end users.
Google provides a set of reports template which designs clearly highlight the data value. The reports’ construction is very similar to other tools of the Google Drive suite (particularly Google Sheet). The reporting interface is built, among others, with blocks of tables or charts that you can position and customise very intuitively.

Google Data Studio
Another strong point of Google Data Studio is that all reports are dynamic. In the template below, the change of the analysis period is made directly from the interface, up to the choice of the end user.

data-visualisation

On the maps or on the graphs, data can be animating with the movement of the mouse. This gives a fun aspect to data visualization. For more details: here is the official data studio documentation link.

Optimize, Optimize free Google 360

Another good news is the upcoming availability of Optimize, the free variation of Optimize 360 which is the premium version currently available in beta test. Optimize 360, which has been announced in spring 2016, is a all-in-one personalization tools developed to improve user’s experience.
Google Optimize is supposed to enable the marketing department to create and easily deploy a multitude of targeted adjustments on a website (content, block position) by using A/B testing, multivariate testing or personalization. Here is a few strengths related to the product :

• deploying Optimize from Google Tag Manager or as a plugin in Google Analytics Universal by using an asynchronous tag is really simple,
• the solution is fully integrated to data collected by Google Analytics, there is a real synergy and consistency in targeting an audience as in evaluating the performance of a deployed test. By using the Google 360 suite, there are no more contradictions between tools,
• access and roles are secure based on the quality of the Google infrastructure.

Until September the 28th, beta access was restricted and you had to pay for it. A recent post on the google analytics official blog announced that a free version will gradually be accessible to those who request it on this form.

google optimize

Optimize integrates reporting to measure the performance of each test.
Google has not release more details about the differences in functionality between Optimize 360 and Optimize in its free version. This information will be published shortly.

abtest-google-optimize
With these free versions of Optimize and Data Studio, Google want to democratize the use of A/B testing and reporting for both very small as big web players. It could also give visibility to all Google Analytics 360 Suite which is the successor of Google Analytics Premium.

Other new features in the Google Analytics 360 suite

Besides the imminent launch of Google Optimize and immediate availability of Data Studio in France, Google announced a new functionality in Google Analytics : Session Quality Score. The Mountain View firm will use machine learning to identify good and bad sessions on websites ; hence, it will be possible to analyze results more accurately. The functionality will be deployed shortly. Google Tag Manager was also improved and became compatible with 20 additional sites like Twitter, Quantcast, Nielsen or Microsoft Bing.

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About the author

Nicolas Schoebel

Nicolas Schoebel

Web Analytics & Conversion Consultant