The customer journey has become increasingly complex over time, with users often switching back and forth between desktop and mobile and various channels before buying. It is thus fairly challenging for marketers to gain an accurate and complete view of their customers’ paths to purchase. Two great tastes. Google has historically had two separate tools for web and app analytics: Google Analytics and Google Analytics for Firebase, for mobile apps. Now the company is combining their capabilities in a new property that seeks to provide a more unified view of customer data: App + Web for Google Analytics. Director of