Google Analytics is enhancing support for Accelerated Mobile Pages (AMP’s) by unifying users across both AMP and non-AMP pages.

What is an AMP?

AMP’s were formally announced on Oct. 7, 2015, with support from Google, Twitter, WordPress and several publishers and other companies.  Fundamentally, they are HTML pages designed to be super lightweight and critically designed to make really fast mobile pages.  The AMP project embodies the vision of having content that is “Instant, Everywhere”.

What are the benefits of this change?

This unification will have the benefit of improving overall user analysis, while providing a more accurate understanding of how site visitors are engaging with a website across the two page formats.

When will this happen?

These changes should be fully rolled out across all Google Analytics accounts over the next few weeks. So what does this mean for you and how will this effect your GA data? Google says:

”User and session counts will go down over time as we recognise that two formerly distinct IDs are in fact the same user; however, at the time this change commences, the metric New Users may rise temporarily as IDs are reset.”

Since AMP and non-AMP pageviews are no longer being treated as multiple sessions, metrics such as time on site, bounce rate and pages per session are also expected to rise.

”This is a one-time effect that will continue until all your users who have viewed AMP pages in the past are unified (this can take a short or long period of time depending on how quickly your users return to your site/app).”

When Google implements these changes, the roll out will be fully automatic. There is nothing for you to do as a Google Analytics user, other than be aware of this change when someone asks “Why has my traffic gone down?”.

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