Announcing GA Support for Accelerated Mobile Pages (AMP) Analytics

Originally published on analytics.blogspot.com on Jan 28, 2016 By Dan Cary

When Google was a few years old, we wrote up a list of Ten things we know to be true. The list includes items like “Focus on the user and all else will follow” as well as “Fast is better than slow.” It would be tough to say that much of the mobile web has adhered to these principles. Users often get frustrated by poor experiences in which sites load slowly or will lock up trying to load resources that clog their data connections.
The Accelerated Mobile Pages Project (AMP) is an open source initiative that aims to address these problems by enabling content to load instantaneously and provide a better web experience for all. AMP introduces a new format that is a flavor of HTML. It’s built to prioritize speed and a fantastic user experience. One way that AMP provides reliably good page loading performance is by restricting the ability to add custom JavaScript to pages and instead relying on built in, reusable components.
Today, the AMP team announced the launch of an analytics component that will enable measurement on AMP pages. The Google Analytics team is committed to helping our users measure their content wherever it appears. So, for publishers looking to use AMP to provide an improved user experience, we’ve released Google Analytics measurement capabilities for Accelerated Mobile Pages. AMP support in Google Analytics makes it easy to identify your best content and optimize your user experience.
How Google Analytics Support Works
Analytics on AMP is handled by an open source, reusable component that the Google Analytics team helped build. The component can be configured with Google Analytics specific configuration parameters to record pageviews, events, and even custom dimensions. That configuration works hand in hand with a global event listener that automatically detects triggers like button presses. As a result, there’s no need to scatter custom JavaScript throughout your page to detect actions that should trigger events and hits. Instead, you can define which actions should trigger hits within the configuration section and let the magic of AMP do the rest.
How to Get Started
Before you get started with AMP Analytics, you’ll need to get started with AMP itself. The AMP website contains a great introduction to getting started. Once you have an AMP page up, it’s time to start thinking about how you’d like to measure its performance.
We recommend that you use a separate Google Analytics property to measure your AMP pages. AMP is a new technology that’s going to mature over time. As such, some of the functionality that you’re used to in web analytics won’t immediately be available in AMP analytics right away. AMP pages can appear in multiple contexts, including through different syndication caches. Because of that, a single user that visits an AMP version of a page and a HTML version of a page can end up being treated as two distinct users. Using a separate Google Analytics property to measure AMP pages makes it easier to handle these issues.
Once you have your AMP page and new Google Analytics property set up, you’ll want to reference the requirements for using Analytics on AMP pages as well as the developers guide for instrumenting measurement.
What’s Next
Multiple technology partners, including Google Search, Twitter, Pinterest, and LinkedIn have announced that they’ll start surfacing AMP pages in the coming months. The Google Analytics team is excited to support AMP from day one and look forward to growing our offering as AMP’s capabilities expand.
Dan Cary
Product Manager – Google Optimize 360
Mountain View, California Computer Networking