Saijo George

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monday13 Jul 2020

Google Adds New Machine Learning Powered Predictive Tools in Google Analytics App + Web properties

https://blog.google

By applying Google’s machine learning models, Analytics can now analyze your data and predict future actions people may take. There are two new models

  1. Purchase Probability which predicts the likelihood that users who have visited your app or site will purchase in the next seven days.
  2. Churn Probability predicts how likely it is that recently active users will not visit your app or site in the next seven days.

Imagine you run a home improvement store and are trying to drive more digital sales this month. Analytics will now suggest an audience that includes everyone who is likely to purchase in the next seven days—on either your app or your site—and then you can reach them with a personalized message using Google Ads.

Or let’s say you’re an online publisher and want to maintain your average number of daily users. You can build an audience of users who are likely to not visit your app or site in the next seven days and then create a Google Ads campaign to encourage them to read one of your popular articles.

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