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.
A new metric called session quality score will soon be available in beta in both the free and paid versions of Google Analytics. Many Analytics users have created Goals aimed at capturing sessions that would seem to show signs of high consideration or purchase intent by looking at metrics like average session duration, certain pages visited, number of pages visited and more. The new session quality score built in to Analytics uses machine learning to “predict the likelihood of a visitor making a transaction (purchase) on your site or app.” The metric then makes it possible to remarket to those visitors deemed high-value.