Google Analytics To Improve AMP Support

Google Analytics is about to enhance its AMP support. Whilst “billions” of AMP pages have been published since its launch last year, Google has said that it has received negative feedback regarding the feature's ability to identify a full user journey. Because of this, Google has announced that it will soon be rolling out an update to AMP to give companies a “more accurate understanding of how people are engaging with [their] business across AMP and non-AMP pages”. The update will take place across all Google Analytic accounts over the next few weeks, and will work by “unifying… users across the two page formats”, having the “effect of improving user analysis”. Google says that it is “committed to ensuring the best quality data for user journey analysis across AMP and non-AMP pages”.