Google Analytics is one of the most important tools for webmasters. Tracking and reporting various website statistics, it is the most widely used web analytics service on the web.
In a move to make its Material Design a common design language across its products, Google is introducing the design to Google Analytics on desktop, making the interface a lot more familiar to those using Android and some other Google products.
For example, the notable change can be seen on the navigation drawer which features a more rounded design. There is also the Sans font which makes Analytics to appear more modern, clean and having less clutter.
Then there is the color shade which has more whites, not anymore grey or orange.
The same Material Design treatment is also visible on the app’s entire background.
However, if compared to others that have included the Material Design theme, Google Analytics Material Design is initially isn't as extensive, as the redesign only focuses on major elements.
The primary controls like the navigation drawer, for example, have been greatly redesigned. But as for the rest, Google seems to keep most of the design as it was.
For example, the sidebar can still be shrunken down to only show icons, while hiding the text labels. The icons aren't using Material Design theme style, by still having those think outlines, keeping the old icon design intact. It also keeps that 'ripple effect' when links are clicked.
The previous design which was introduced in 2017, Google Analytics received a Home tab with bright backgrounds and new tab indicators. This was actually closer to the so-called Google Material 2. The 'Real-Time Overview screen' uses the same design Google introduced years ago.
So here, the updated design is like a mismatch of designs, put together into one place.
Google's move to redesign Google Analytics comes after it introduced Google Marketing Platform, an online advertisement and analytics brand.
It consists of of two former brands of Google, DoubleClick Digital Marketing and Google Analytics 360 Suite.
Read: For Simplicity, Google Rebrands AdWords And Unifies DoubleClick
"The online world was very different when DoubleClick debuted in 1996. Things we take for granted today, like texting emoji, sharing funny YouTube videos, or taking smartphone selfies were all years away," said Google's VP of Display and Video Advertising Brad Bender at the time.
This is to "help you plan, buy, measure and optimize digital media and customer experiences in one place."