What's new

Learn about new features and functionality in the release notes.
2019-2020 releases:

February 7, 2020

Paths to a selected event (backward pathing)

New functionality within Path Analysis (in the Analysis module) in App + Web properties lets you select a desired event or page and explore how your users got to it.

You can select an event, like a purchase or conversion, and analyze the different paths your users take to reach that event and use that insight to improve the user experience.

For example, you may determine unexpected paths to purchase outside your intended purchase funnel, uncovering user behavior that will help you streamline your site.


Or, you can select an event you want to avoid, like an app uninstall, and see the sequence of events that preceded that action so you can optimize the user experience and reduce uninstalls.

January 23, 2020

Web conversions enabled for bidding in Google Ads

As a follow-up to the launch of web-conversion export from App + Web properties, conversions exported to Google Ads (except for remarketing conversions) will by default be enabled for bidding moving forward. Conversions previously exported will be editable in Google Ads so Advertisers can manually enable them for bidding.

A notice will appear in your Google Ads account:


Use the following column in your Google Ads account to enable bidding:

Up to 14 months retention of event and user data for Analysis in App + Web properties

Analysis in App + Web properties just got a lot more powerful. You can now enable up to 14 months of retention for user-level and event-level data so you can conduct longer term analysis. Learn more

By changing the settings in the Admin panel as shown below to 14 months, your event-level data will stop expiring at the 2-month mark, and you will be able to run analyses over a longer time range.


As data accumulates over time in your App + Web property, you will be able to:

  • Run analyses over a full quarter or year
  • Compare key metrics vs. the same month last year to identify trends net of seasonality
  • Look for user behavior in Funnels and Pathing over a longer period of time

To enjoy this new data-retention policy, you have to enable it in the Admin panel (Admin > Property column > Data Settings > Data Retention). Event-level data will continue to be deleted after 2 months until you perform this change.

December 23, 2019

You can now do the following with search in App + Web properties:

  • Navigate to pages within Admin. For example, if you want to add a new user to your App + Web property, simply search “add user” to see the relevant user-management page in the search results.

  • Search for configuration details like Measurement ID (also known as Tracking ID in Web properties), Property ID or Account ID.

  • See relevant App + Web specific help articles right in the search results.

  • Use assistive auto-complete suggestions by pressing Tab to search faster.

Purchase events are now conversions by default

App + Web properties now have purchase events marked as conversions by default. This ensures that important transactions that happen on a website are automatically included in the Conversions report to help you understand how your marketing efforts are driving these transactions (similar to ecommerce_purchase for apps). This also ensures that purchase events are automatically available for import in Google Ads for properties that are linked to Google Ads.

December 9, 2019

Get instant answers via search

You can now ask questions about your Analytics data in natural language, and get quick answers to a wide range of questions. While searching for instant answers, be specific about the metric, dimension, and timeframes to get the desired response. For example, you can search for “conversions from united states last week” and see the answer in the search results. Click a search result to open the Insights panel and get more details. Learn more

NPA events and user properties

You can now mark specific events and user properties as “NPA” (non-personalized advertising signals) to signify that this data should not be used for personalized advertising purposes, while preserving measurement and content-personalization use cases. Learn more

November 14, 2019

Multiple Web Streams in App + Web properties

You can now create multiple web streams in App + Web properties (for a total of 50 streams across app and web). This release lets you measure multiple websites in the same property and distinguish them within the reporting interface. We expect this to be useful in properties where users want to analyze multiple sources of data independently. Learn more

Web-conversion export in App + Web properties

You can now export your web conversions from Google Analytics App + Web properties to Google Ads to use in reporting and bidding. Previously, this feature was only available for app conversions (Firebase). With this release we now have parity in actionability in Google Ads between app and web conversions from Google Analytics App + Web properties. Learn more

November 1, 2019


You can now see automated insights, metric changes that Analytics identifies as important to your business, and also create custom insights that are triggered by metric changes for which you set thresholds. Insights gets smarter over time as it learns about your business. Learn more


Paths along unique nodes now allow you to perform a path analysis that displays only the changing values of your nodes.

For example, if you want to see how your users navigate through the pages on your website or screens in your app and there are multiple events tracked for each page or screen, this option within Path analysis displays only one node for each page or screen, even if the user completed many consecutive events on that page or screen. However, if the user then comes back to that page or screen after they've opened another page or screen, it will appear again as a unique node in the path. Learn more

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