How to set up Google Analytics App + Web

The new Google Analytics property type called App + Web allows you to combine web and app data for unified reporting and analysis. It`s a great way to combine website and app data.

Russell Ketchum, Group Product Manager @ Google Analytics:

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 like never before. Now you can answer questions like: Which marketing channel is responsible for acquiring the most new users across your different platforms? How many total unique users do you have, regardless of which platform they use? How many conversions have occurred on your app and website in the last week—and which platform is driving most of these conversions?

Krista Seiden wrote a step by step guide on setting up an App + Web Property and an article on setting up App + Web Configuration Tag in GTM. And then there is Simo Ahava`s detailed article on getting started with Google Analytics: App + Web. But it feels appropriate to keep the topic updated because there have been some changes in the process. Most of the articles regarding the new App + Web will most probably be updated and modified sometime in the future. Things are changing and hopefully, they are changing fast.

Step 1: Create App + Web Property in Google Analytics

Head to Google Analytics admin section and click Create Property.Create Property Google Analytics

Here you can choose from 3 different options and for App + Web we obviously need to choose the last one: Apps and Web and click continue.Choose Platform Google Analytics

In Property details you need to name your new property, choose industry category, reporting time zone and appropriate currency, then click create.

Now you need to choose a source for your data. It can be iOS app, Android app or Web. In this guide, I will show you how to set up a stream for Web data. Stream is the term Google is now using to refer to different sources it acquires data from. Google Analytics Data stream

Step 2: Data streams

The next step is setting up your data stream. You have to enter your website URL and choose a name for your stream. Make sure to change the http:// to https:// if needed.

The enhanced measurement automatically measures interactions and content on your site in addition to standard page view measurement. Data from on-page elements such as links and embedded videos may be collected with relevant events. I suggest you leave it on for the valuable information it will give you. You can see what will be measured when you click the ratchet on the right at the bottom.

Click create stream and let`s continue.

Once the stream is created you can see Tagging instructions. Copy your Measurement ID so you can use it later in Google Tag Manager.Tagging instructions from Google Analytics to Google Tag Manager

Step 3: Google Tag Manager

Go to Google Tag Manager and under new tag choose tag type Google Analytics: App + Web Configuration. Google Tag Manager choose tag

Copy your Measurement ID from Google Analytics, select any fields to set and add a Trigger to All Pages so your configuration tag fires on all pages. Google Tag Manager tag configuration

Save your tag and go to preview mode to see if everything is working correctly.Google Tag Manager Preview Mode

Now it`s time to publish the container and sing like no one is listening!


Only Google knows if App + Web will take over Universal Analytics in the future.

Must agree with Simo:

Whether this platform is intended to replace Universal Analytics remains to be seen, but conceptually it would be difficult to justify future maintenance or feature releases to Universal Analytics, when there’s this shiny new measurement model to contend with.

We will cover all the new features for App + Web in this blog, so you are welcome to sign up for the newsletter.

For updates and awesome content make sure to follow Simo and Krista.