Unified App and Web Analytics in Google Analytics

In most businesses these days, both websites and apps are used to cover all the segments of the market. Whether it be big companies like Amazon or Alibaba, or smaller,growing companies, everybody wants a slice of the e-commerce pie.

These apps and websites contain huge amounts of customer data, which needs to be utilized properly, for effective marketing of the brand. However, measurement of the metrics in these data sets is a challenging task especially when there are 2 very important platforms for your business, that is, website and app.

 What to do then?

Earlier, website analytics and app analytics used to be measured across google analytics differently. App Analytics uses Firebase, which needed to be integrated with google analytics in order to see the data of website analytics also.

The Google Analytics team has introduced a new property type, App + Web, that allows you to combine app and web data for unified reporting and analysis.

Measure your app and website together in Google Analytics

Reports for this new property use a single set of consistent metrics and dimensions, making it possible to see integrated reporting across app and web like never before. Now you can answer questions like:

Which marketing channel is responsible for acquiring the most new users across your different platforms?

How many total unique users do you have, regardless of which platform they use?

How many conversions have occurred on your app and website in the last week—and which platform is driving most of these conversions?

You will be able to combine metrics across your app and website

What are the main benefits of such a tool?

  1. Flexible Event Measurement
  2. Cross-Platform Analysis


  1. Flexible Event Measurement

Understanding how people engage with your app and website means that you need to measure a diverse range of user interactions like clicks, page views, app opens, and more.  The new property type utilizes a more flexible event-based model for collecting the unique interactions that users have with your content, allowing you to measure any custom event that you set up.

This event-based model also allows you to automate the manual work of tagging some of the events on your site with no additional coding required. In addition to page views, enhanced measurement allows you to measure many common web events like scrolls, downloads, video views and more with the flip of a toggle in the admin settings for your property.

   2.  Cross-Platform Analysis

Given the many different ways people interact with your brand between app and web, you need flexible tools to make sense of your data and discover insights unique to your business. The new Analysis module enables you to examine your data in ways that are not limited by pre-defined reports.

There are a number of techniques you can use including:

  • Exploration: Conduct ad-hoc analysis by dragging and dropping multiple variables—the different segments, dimensions, and metrics you use to measure your business—onto a canvas to see instant visualizations of your data.The Exploration technique allows you to visualize your data with drag and drop ease.
  • Funnels: Identify important steps to conversion and understand how users navigate among them—where they enter the funnel, as well as where they drop off—with both open and closed funnel options. It helps to understand how users engage with a sequence of key events on your app and website using the Funnels technique
  • Path analysis: Understand the actions users take between the steps within a funnel to help explain why users did or did not convert.Visualize actions taken on the users’ path to conversion with the Path analysis technique.


This is currently available in BETA form and is under testing, but when launched, would be of a great use in for apps and websites in Google Analytics.

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