Google recently announced a brand new App + Web property which lets you combine your app and web data for unified reporting and analysis. This is exciting news, however it’s still very much in beta with a lot of missing features, so don’t go rushing to replace your Universal Analytics implementation just yet.

Although the name implies that you may have to use app and web data in the new property, you actually have the option of choosing from either iOS app, Android app or Web data stream:

The new property is not only exciting because it lets you combine web and app data, it also uses a brand new measurement model, which is also compatible with Firebase. This new model puts the focus on users and events, letting you break free from the limitations of Universal Analytics events (Category, Action, Label) and create your own event parameters.

This event-based model also lets you automate common events you would otherwise have to tag manually. Enhanced measurement will automatically track scrolls, outbound clicks, site search, video engagement and file downloads.

The new analysis module let’s you examine your data outside the confines of pre-defined reports. There are a number of techniques available within the analysis module to help you make sense of your data and discover new insights.

See instant visualisations for ad-hoc analysis.

See where users are dropping off on your path to conversion.

See what actions users take between funnel steps to find out why they didn’t convert.