Here’s how the new Google Analytics homepage looks for me. Just on one of my devices. So, my best guess is that Google is currently doing some A/B testing on the Google Analytics homepage.
It’s interesting to see that the new designed page A/B testing is somehow not connected to just my account or to just my device, but it looks like a combination of both. I can only get the page displayed on one particular device. In incognito-mode it shows the old website.
Besides that the page looks much fresher and better organized in the new version, attention is given to Google Tag Manager.
Q: What is A/B testing? A: In marketing and business intelligence, A/B testing is jargon for a randomized experiment with two variants, A and B, which are the control and treatment in the controlled experiment . It is a form of statistical hypothesis testing with two variants leading to the technical term, Two-sample hypothesis testing, used in the field of statistics. Other terms used for this method include bucket tests and split testing but these terms have a wider applicability to more than two variants. In online settings, such as web design (especially user experience design), the goal is to identify changes to web pages that increase or maximize an outcome of interest (e.g., click-through rate for a banner advertisement). Formally the current web page is associated with the null hypothesis. Source: Wikipedia
For completeness, here is a screenshot of the old Google Analytics home page.
