By Pierre DeBois 

Google has been so focused on introducing new Google Analytics 4 (GA4) features this year that it may have seemed it was overlooking its enterprise version, Google Analytics 360 (GA360). Last week proved otherwise, with the announcement of a major update to the Analytics 360 platform. 

The changes were inevitable. Google had already brought a few GA360 features downstream to GA4, such as the reporting hub. So it was only a matter of time before it reversed course and updated the enterprise version with GA4 features. The update also brought unique refinements exclusive to the GA360 platform.

Reporting That Aligns Business Units to Marketing Campaigns

The updates focus on making reporting more convenient for large-scale campaign management. Marketers have always needed to manage multiple campaigns across regions and in real time. GA360 was designed for campaigns that scale larger than a standard GA4 account. The new GA360 introduces product line sub-properties to help with campaign reporting across multiple products. Sub-properties can be customized to match account access settings and regions. In addition, marketers can link sub-properties to associated Google Ads and Google Marketing Platform accounts.  

Sub-properties provide better account access flexibility according to individual team needs. It allows for the creation of tailored reports for marketing teams running different regional campaigns. GA4 and GA360 have long had reporting settings for users, but introducing product lines as a subdirectory better aligns campaigns to business units that are often divided according to product lines.

Another feature is the ability to create reporting collections, a set of reports on which user access is based on account report topics. The reporting sections in the account navigation, Life cycle and User, are the default collections available. Users can also create their own collections.