Google has recently announced an update to their robust web analysis tool, Google Analytics, that brings with it seven new and powerful features: Analytics Intelligence (with Custom Alerts), Expanded Goals and New Engagement Goals, Expanded Mobile Reporting (for non-JavaScript enabled phone traffic and usage), Unique Visitors Metric, Multiple Custom Variables, the ability to share Advanced Segements and Custom Report Templates, and new Advanced Analysis Features (Pivoting, Secondary Dimensions, and Advanced Table Filtering).
Over the next few installments, I’ll cover what each of these new and exciting features has to offer in terms of improving search engine optimization intelligence and how it can enable improved decisionmaking that in turn prompts actionable change. Using the additional data provided by (or better identified by) the use of the new features to improve marketing throughput can result in quicker reaction to market changes and user preferences and the ability to seize opportunities that might not have otherwise been apparent. One other wonderful benefit provided by a number of the new tools is the ability to dig deeper into data already collected to discover areas for improvement in future cycles, particularly for businesses or entities that operate with great fluctuation from season to season.
Knowledge is power, as it always has been. These new additions to an already powerful tool for divining insight from the site(s) surveyed are nothing short of excitingly intriguing, and will lead to higher yields, less overhead, and more sound decisionmaking for those that can effectively take advantage of them and what they have to offer.
