Google unveils revamped Google Analytics with new ML models, more granular data controls

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Google is rolling out what it says is the biggest overhaul of Google Analytics in nearly a decade. The revamped platform features new machine learning capabilities, unified app and web reporting, native integrations and privacy updates.

With the redesign, Google said it’s aiming to provide a more modern approach to data analytics and measurement. 

Building on the foundation of the App + Web property that Google introduced in beta last year, the new Google Analytics has machine learning models baked in, along with new integrations between Analytics and Google Ads, and new controls to help customers better manage their data.

The new machine learning models can automatically alert customers to significant trends in their data, like calculating churn or purchase probability. The new property type also includes unified measurement to remove data fragmentation across devices and platforms, and more granular data controls for things like ads personalization and activity sharing. 

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