Here’s a look at some of the recent advances & improvements in Google Analytics:
1. Clear demarcation between desktop, tablet and mobile - In a world where mobile platforms and tablets are jostling for space with desktops, or rather, are slowly pushing them out altogether, Google analytics has introduced the rather essential feature of content breakdown to distinguish between trends in each category. Desktop, smartphone and tablet data is now clearly available as different sets of data to analyze visitor trends, traffic, targeted hits, and so on.
2. Metrics for real time events - Who wants to wait anymore for events to get “updated”? Google analytics has addressed the demand for real-time event metrics with gusto. A feature called the real-time events report gives access to not just events as they occur, but top a range of other useful information as well. This includes filtered reports on visitor actions and categories if so desired. There’s even a provision for correlating events with visitor segments, i.e. whether particular segments of visitors trigger different events. This allows a greater degree of flexibility than ever before. Comparison between real-time events with overall data also become possible, which is very useful in the long term. Quick comparison trends can thus be readily viewed.
3. Analytics Intelligence – Google Analytics tools now come equipped with a host of different filters and alerts to keep you connected at all times to the developments on your web properties. For instance, if the number of visitors to the site through sponsored or paid searches drops by 10% in a duration of 24 hours, an automated alert message would be emailed or sent via sms to you. This in turn lets you have immediate access to the report of this activity with details, so that you can think of swift corrective action.
4. Provision for multiple dashboards – It is now possible to create up to 20 distinct dashboards for each profile in Google Analytics. This makes for easy metric grouping, which in turn is rather convenient while accessing dashboards. For instance, revenue, key traffic driver segments, or visitor engagement across multiple profiles can be bunched together to give a bird’s eye view. Also, analytics tools have now enabled users to create targeted widgets for capturing data like traffic source timelines.
5. Shortcuts for real-time segments - In general, the convenience level of using Google Analytics is much better than before. One such example is the ability to create a shortcut for frequently used, favored segments so as to eliminate the need for setting up filters each time.
All in all, Google analytics, also available on mobile phones is a key tool in the digital marketing arena, is bringing in advancements constantly. It’s up to businesses to explore its full potential and derive the maximum benefit out of them.