Today’s consumers engage with apps much differently than they engage with a desktop experience, they may tend to research a product on a website and make purchase later using the brand’s app. Getting cross-platform user-centric analytics is critical for businesses to predict customer needs and provide great experiences—but it can be very challenging.

Google has historically had two separate tools for web and app analytics: Google Analytics and Google Analytics for Firebase, for mobile apps. While each of these products separately offer powerful insights, getting a more unified picture of engagement across your app and website is simplified by the introduction of The new Google Analytics App + Web properties. This allows to consolidate data from websites and mobile apps in a single set of reports, allowing you to perform cross-platform analysis.

Google Analytics Property Settings

There are no reporting views on a Google Analytics App + Web property, it is simply a property that contains reports for all of your data sources (called ‘Data Streams’).

Reports for this new property use a single set of consistent metrics and dimensions, making it possible to see integrated reporting across app and web. This tool is very flexible and can be customized according to the needs and specific requirements of the marketer. It can provide insights to queries like:

  • How many total users do we have regardless of the platform?
  • Where are the majority of conversions happening (web or app)?
  • Which marketing or advertising channel is most effective at driving new user acquisition?

Flexible Event Measurement

In a new App + Web property, an event is anything that is being tracked. For example, a pageview is sent as an event to Google Analytics, when a session starts it is sent as an event and purchases are sent as events. Anything you track is sent as an event. This is designed to meet custom tracking needs across websites and mobile apps.

This new property includes new features, like ‘Enhanced Measurement’ (which automatically tracks scroll-depth, outbound links, site search, embedded YouTube videos and file downloads) and they can send data to other Google Analytics properties. Plus they unlock reports that allow you to analyze your audience in new ways, including ad-hoc funnel and path analysis.

Enhanced Measurement

How to set up a new Google Analytics App + Web property?

After you’ve logged into Google Analytics, navigate to ‘Admin’ and then select ‘New Property’ in the center column. If you see the option to create an ‘App and Web’ property, then you can follow the steps inside Google Analytics. If you don’t see ‘App and Web’, then you will need to create a Firebase project first (even if you don’t have a mobile app).

What’s new inside Google Analytics App + Web properties?

Here’s a summary of the reports and configuration options you will find inside Google Analytics App + Web properties.


Home: this report lets you view the total number of users, events, conversions and revenue for the property. You can see the trends for user engagement and other top-level details about your website and app. It’s similar to the ‘Home’ report in a standard reporting view

Realtime: this report presents a world map of the people currently viewing your website and app. The number of current users and other details are presented at the bottom of the report. You can select ‘View Snapshot’ to explore individual users and their real-time engagement with your website and app.

View Snapshot Preview

Users: this report includes top-level metrics for the number of users engaging with your website and app, such as the ‘User Stickiness’ metrics which are based on Daily Active Users (DAU), Weekly Monthly Users (WAU) and Monthly Active Users (MAU). You can drill-down to view additional details for some of the cards presented in the report. For example, you can select ‘View New Users’ on the ‘User Medium’ card to see engagement and conversion metrics broken down by medium.

Demographics: this report includes details about the geographic location of your users, their gender, interests, age ranges and languages. Just like in a standard reporting view, some of these demographics are determined using Google’s advertising cookies.

Behavior: this report shows you the events and pages that have been tracked. You can drill-down on the event and page title cards to view more details, along with engagement and conversion metrics.

Technology: this report presents details based on how you are tracking users. For example, if you’re collecting data from your website, then you can use the ‘Web’ report to view details about the devices and browsers people are using.

The events tab brings up a table of all of the events you are recording into the new App + Web property.

When clicking into any one of these events, you’ll get to the event report which shows several different widgets with different pieces of information:

Event Details

Next up is the Audiences tab.

Audiences: This allows you to create custom audiences to focus your analysis on particular sections of users. They’re a bit like segments combined with remarketing audiences from a standard reporting view. You can set the membership duration, include or exclude users, set time constraints and more.

Conversions: This report shows the number of conversions taking place on your website and app. You can use existing events that are already available in Google Analytics, or you can configure new events to use as conversions in your reports.

And finally, the Analysis section.

Funnel Analysis: lets you create ad-hoc funnel visualizations. You can create a ‘Standard Funnel’ which shows how users are completing steps or a ‘Trended Funnel’ which allows you to see trends for each funnel step. You also have the option of selecting ‘Make Open Funnel’ which will include people entering the funnel at any step.

Funnel Analysis


The new Google Analytics App + Web properties provide robust reporting and analysis for websites and mobile apps. You will find the focus on ad-hoc reports and flexible event-based tracking offer new opportunities to understand your audience, even if you only have a website.