Image Source: Puzzle by SuperAtic LABS from The Noun Project — Image Source: Puzzle by SuperAtic LABS from The Noun Project

Ghost town. Wast of time. Embarrassment. Google+ has been called many things, and most names are not too positive, especially after Google+ chief Vic Gundotra announced that he was leaving the company weeks ago. After all, without its leader and biggest advocate what will become of Google+?

Maybe Google+ Has Already Won

Google+ does not boast the numbers Facebook does, but it does offer Google something it didn't have before—the ability to connect multiple behaviors across all Google properties. Facebook understands user relationships as people log on and check on their personal connections daily. Google understands their closest connections through platforms like Gmail and then what they're most interested in with services like search and YouTube. Google+ allows the search giant to tie all of these behaviors to a single identity. This, in addition to Android, gives Google a incredible understanding of its users.

Now, instead of being a collection of various services. Google is one collective experience tied together with Google+. This is Google's answer to the highly targeted, relationship-based targeted advertising Facebook has established.

Google+ Isn't for Users

Google+ was built for advertising. Plain and simple. Google needed a way to tie users to their relationships and their behaviors across all Google properties, which led it to force its users to get on board. Users were understandably upset, but inevitably, they did what Google required because its services are so ingrained in their lives.

Its understanding of its users is now stronger than ever. It took flack, but that has largely died down. Now, Google can focus its efforts on further monetizing its users.

Of course, this approach comes with dangers. Facebook has, from the perspective of some users, abused them with intrusive advertising, leading some to spend time on other social networks and others to decree that "teens are leaving Facebook." Google must walk the fine line of leveraging its users' data while respecting their sense of privacy. Of course, Google might just be too big and too ingrained in people's lives for them to do anything if they are upset.

Google+ is a Success Story (for Google)

Google+ has accomplished its goal. It's not a vibrant social community and does not have Facebook's user numbers, but it does boast some strong engagement numbers, second only to Facebook and ahead of Twitter. Still, none of that really matters. Google has successfully connected siloed experiences into a single identity for each user. This concerns users, especially privacy advocates. However, Google+ is a huge success, and it didn't even have to kill Facebook.