Google analytics is set to enhance support for AMP. Google are unifying users across non-AMP pages and AMP pages.
Google are doing this for a number of reason but improving user analysis is the most important one. They hare hoping to provide a more accurate understanding of how people are engaging with different websites on both page formats.
In the next couple of weeks we are set to see this being rolled out across all Google Analytics accounts. Google has stated:
“User and session counts will go down over time as we recognize that two formerly distinct IDs are in fact the same user; however, at the time this change commences, the metric New Users may rise temporarily as IDs are reset.”
As a result of AMP and Non AMP pages being treated as the same rather than multiple sessions, measurements such as pages per session, bounce rate and time on site are expected to rise.
”This is a one-time effect that will continue until all your users who have viewed AMP pages in the past are unified (this can take a short or long period of time depending on how quickly your users return to your site/app).”
There is nothing to do if you have a Google Analytics account this roll out will be fully automated.