Google announced that a new metric, Session Quality Score, will soon make its way into free and premium Google Analytics accounts.

This metric will use Google's machine learning capabilities to assess the likelihood of a user converting based on their interaction with the site and how this stacks up against behaviours from other users who have converted.

The impact of this for marketeers is significant; it highlights what key customers look like and where to find more of them by device, channel, browser, etc.

The initial recommendation from Google is to use this for remarketing but there are applications that go far beyond this.

Imagine using this information to leverage your best-performing content, or analyse which social messaging resonates with your audience, or where your email strategy is letting you down.

The applications are many, and as ever, those who adopt it quickly and draw out actionable insights will be the ones who benefit most.