You can now go to the new Audiences report and see a cross-channel view of the audiences you’ve created in Analytics. This is a change from the past, where you could create audiences in Analytics and export those audiences to other products like Google Ads, but you weren’t able to publish audiences to Analytics for reporting.
For instance, you might decide to publish an audience to Analytics so that you can see all users who have purchased within the last 12 months but not during the last 2.
You can find the new Audience report in your Analytics account. Learn more about Audiences in reporting.
Reach users most likely to convert
Meet our newest metric: Conversion Probability. It takes user-based metrics one step further to show you just what the name suggests: the probability that a given user will convert in the future. The calculation is based on a machine learning model that learns from users who have made transactions in the past.
The advantages are clear: Marketers can create remarketing lists that target users who have a high likelihood to purchase and then reach those users through either advertising campaigns in Google Ads and Display & Video 360 or site experiments in Optimize.
We are also adding a new Conversion Probability report. This report will show you the Conversion Probability for all your users, including across important dimensions such as channel.