Google Analytics has recently released a host of new “Enterprise-Class” features to it's already very powerful free web analytics tool. Below is a short description of each of the new features with a few examples of how to put them to work for you.
The new features include:
- Advanced Segmentation
- Custom Reports
- Motion Charts
- New Account Management Dashboard
- Data Export API
- Integration with AdSense
Advanced Segmentation ‐ this feature allows you to slice and dice your data quickly and easily with predefined segments such as “Paid Traffic” and “New Visitors”,
or create your own custom segments. The ability to segment or filter your data with a few quick clicks is very valuable. With Google's Advance Segmentation feature you can now filter or segment your different campaigns based on branded and unbranded key words, depth of visit, geography, and the list goes on and on.
Recently I made a series of advanced filters to get a set of data that I have wanted for some time: a browse to cart ratio. This ratio compares unique product pages views to the number of items that end up being added to cart. I also create two additional segments that allow me to see how the add to cart ratio differs between organic traffic and paid traffic for a given product. The second segments were very easy to create thanks to the copy feature that allowed me to copy the Paid and Non Paid segments and customize them further.
Many of you may be asking:
Why do you need to know an add to cart ratio when you can already see the conversion ratio of a given product?
What are you going to do with this information?
Well the conversion ratio for a given product is a great number to know, but if it is a relatively low number it doesn't let you know at what step in the funnel you are loosing people, just that a given product isn't converting well. With the browse to cart ratio we are looking at the very first step in the check out process, adding to the cart. Without an add to cart nothing else happens. Spend your time trying to fix the pages that have the most to gain (low browse to cart with a significant amount of traffic). At the end of the day the action that will be taken by this analysis will be to test changes to product pages that are underperforming in an attempt to increase the number of times a product is added to cart.
Another thing that I can do with this information is target new campaign creation. With most clients that we work with the conversion rate of PPC is much higher than that of Organic traffic. That being said I can find products that have a high browse to cart ratio and might not yet have PPC campaigns set up. This can help me prioritize the build of new campaigns.
Google's Advanced Segmentation Video
Custom Reports this feature allows you to create, save, and edit reports that display the data the way you want to see it. You simply choose the metrics and dimensions you want and organize them the way you want by dragging and dropping them. You can even create tabs so that your report has more metrics for a set of given dimensions. If you want to have different dimensions then you will need to create a new report, not simply create a new tab. The metrics that you add become the columns of the report and the dimensions become the rows. If you add more than one dimension, then you will be able to drill down from one dimension to the other.
The Custom Reports feature has proven helpful already as well. Even though GA already has a great suite of reports that can display most any metric you want, I used the Custom Report feature to create the report that I use to apply my browse to cart ratio Advanced Segments to. One of the biggest benefits of the Custom Reports is that you can create a report that allows you to drill down to a much deeper level than you can in the standard reports.
Google's Custom Report Video
Motion Charts this is an advanced feature that allows for multi-dimensional analysis of most reports. The different metrics for the report are represented by the x and y axis as well as the bubble size and color. They are called Motion Charts for a reason. For a given time period you can “Play” the chart to visualize how the metrics have changed over time.
Google's Motion Charts Video
New Account Management Dashboard this will make it easier for you to manage and monitor your accounts, especially if you have a lot of accounts and a lot of reports. It gives you a quick overview of how the different accounts and/or reports are performing and how they compare to each other. It also gives you the ability to “Star” or filter your list so that you are only seeing the reports that you are interested in. This can be helpful if you have a large number of reports and only use a small handful regularly.
Data Export API you can now create software programs and applications using all read-only report data from Google Analytics. With this API you will be able to build customized dashboards, different data visualizations or interfaces, perform offline analysis, and create mashups with other data sources.
Integration with AdSense AdSense publishers will rejoice as they will now be able to see their revenue and impression data with their site's click stream data. Analyze AdSense performance by new vs. returning visitor, by page, by referring site…
This type of analysis can help you discover untapped markets by optimizing content to appeal to under represented geographic regions, drive high-earning traffic to your site by examine the performance of different referring sites, examine trend data over time, or by time of day.
Google's AdSense Integrations for Google Analytics Video