Google Analytics’ Game-Changing Features
At today's eMetrics Summit in Washington, D.C., Google announced some pretty important new features for Google Analytics. These are significant additions that bring Google Analytics much closer to being a true enterprise solution.
A few of the most important changes:
- This is huge! Analytics Intelligence: Will provide automatic alerts of signficant changes in the data patterns of your site metrics and dimensions over daily, weekly and monthly periods. For instance, Intelligence could call out a 300% surge in visits from YouTube referrals last Tuesday or let you know bounce rates of visitors from Virginia dropped by 70% two weeks ago. Instead of you having to monitor reports and comb through data, Analytics Intelligence alerts you to the most significant information to pay attention to, saving you time and surfacing traffic insight that could affect your business.
- Number of allowed goals (success events): This has been increased from 4 to 20
- New types of goals: Allows you to set thresholds for Time on Site and Pages per Visit (important for lead-generation sites).
- Unique Visitor Metric: This allows marketers to see how many actual visitors (unique cookies) make up any user-defined segment.
- Multiple Custom Variables: Use custom variables to classify any number of ineractions and behaviors on your site.
At this time, we do not know what type of implementation these new features will entail. I would guess that the custom variables will take the same amount of labor to implement as they do with Omniture.
So, why are these new features game-changing? Google Analytics has no hard cost (still have labor costs of implementation and analysis), has a very user-friendly interface, and now has these very advanced features. Companies will need to look very carefully at their web analytics goals and see if a paid solution is really a better fit for them. Mind you, there are still places where Google Analytics can't compete (i.e. support, plus other customized reporting).
All of that being said, we don't know where paid solutions are heading either. Adobe bought Omniture several weeks ago, and that could have a big impact on their user interface. Adobe has stated that 50% of their corporate strategy will be directed toward Omniture Optimization products. We also know that Omniture is working on a new release of SiteCatalyst. Fuel has signed up to be part of the beta testers, and I'm really excited to have some input on the version.
The Analytics industry is constantly changing. One thing is certain: when we look at this industry in 2-3 years, it will look nothing like it does today.
- Friday Fuel - The Do’s and Don’ts of 2015, Hilton Rebrands Itself, TripAdvisor & Moon Travel Fri, October 24, 2014
- Is your Resort Talking to its Guests? Mon, October 13, 2014
- Friday Fuel – Hilton’s Big Sale, Last Minute Bookings, Hotel Reviews & Google News Fri, October 10, 2014
- Friday Fuel: Marriot Gets in Trouble & Mobile Payments Gain Momentum Fri, October 03, 2014
- Around the Analytics World September Wrap-up Tue, September 30, 2014
- Device Types And How They Are Being Used Mon, September 29, 2014
- Friday Fuel: Silence is a luxury, another OTA hits the scene, and Microsoft shows its dongle. Fri, September 26, 2014
- Friday Fuel - Google Knows What You’re Watching, Data Breaches, And The Tiniest Hotels Ever Fri, September 19, 2014
- Myrtle Beach Industry Overview: August 2014 Thu, September 18, 2014
- Friday Fuel: Robo Butlers, Chilly Cruise Ships, and Windows 9 Fri, September 12, 2014
- Friday Fuel: Turn Down For Tech Fri, September 05, 2014
- Around the Analytics World August Wrap-up Fri, September 05, 2014
- Friday Fuel: Amazon Twitched, Apple Teases, and China Levels Up Fri, August 29, 2014
- Friday Fuel: Nooks, Bings and Cyborg Moths Oh My! Fri, August 22, 2014
- Myrtle Beach Industry Overview: July 2014 Thu, August 14, 2014
- Friday Fuel: The Robot Sharknado Edition Fri, August 01, 2014
- Around the Analytics World July Wrap-up Thu, July 31, 2014
- Friday Fuel: In-App Purchases, New SHIELD Tablet, How Adblock Can Protect You, and More Fri, July 25, 2014