As of yesterday, Google Analytics now includes a panoply of new features, including custom reporting, motion charts and dedicated email marketing capabilities.
Custom reports provide between 80 and 90 preconfigured reports, depending on what options — e-commerce, goals, AdWords — are activated. And keyword/campaign comparison enables users to track and compare ads across sites, newsletters, affiliate campaigns and sponsored links.
View a video on how customer reports operates:
Site overlay lets users see traffic and conversion information for every link on while browsing their sites. No download is required to enable this feature.
Motion charts let users view how certain metrics interact over time. For example, attribute certain colors to different keywords, then plot their rate of conversion on an X and Y axis:
Advanced segmentation terraces traffic on a site. For example, clients can see which clicks came specifically from search ads on AdWords. This data can also be compared with site-wide traffic.
Integration with Google AdSense gives AdSense publishers access to reports that divide performance by page and referring site. Google expects this fresh perspective will better equip marketers to improve user experience on their sites and optimize AdSense units, reports MediaPost.
A customizable dashboard enables marketers to see only information they find most relevant day-to-day. Admins can rename accounts, and use search to locate certain profiles or reports.
Before this week, such capabilities were "extremely expensive" for enterprises to obtain, said Senior Manager Brett Crosby of Google Analytics. "We took something expensive and difficult, and made it free and easy to use."
Analysts appear to agree. Google's updated Analytics "raises the bar for all web analytics solutions," said John Lovett of JupiterResearch. "The segmentation capabilities, custom reporting and APIs meet many of the needs JupiterResearch has identified as requisites for large enterprises utilizing web analytics."
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