The 2014 Google Analytics Summit recently took place in the Bay Area, San Francisco and was another chance for Google to meet with developers, partners and premium customers. It’s an opportunity for Google to showcase new analytic features and get feedback. Over the next few weeks, I’ll be writing a series of articles looking at some of these features and what they mean for marketeers.
First off, I’ll be looking at Multiple Data Sets. Google has been working hard on improving both the quality and the quantity of the data they show us on Google Analytics. Using multiple data sets, marketeers will be able to investigate data more thoroughly and gain greater insights into their given markets. I’ve decided to take a look at a number of these features in order to make you aware of the great improvements you can make to your insights for data.
Custom Data Import
Previously known as ‘Dimension Widening’, Custom Data Import pretty much does what it says on the tin. Freed from the limitations of what Google Analytics is programmed to collect as standard, this new and improved tool allows you to gather data for your very specific requirements. For example, you can use this feature to identify specific behavior on affiliate campaigns such as conversion abandonment which is later taken up through specific links. This is very useful for marketeers in order to discover how to maximize the initial conversion rate.
If you’re a user of Universal Analytics then you have the added bonus of creating custom dimensions and metrics to tailor your reports to a high degree of accuracy.
Unified Channel Groupings
Knowing which channels your traffic is coming from provides you plenty of information of where to target your marketing campaigns. If all your traffic comes from social channels, then that’s great, but maybe you need to investigate your referral strategies. Unified Channel Groupings has recently been unveiled by Google Analytics and gives users the power to set up custom channel definitions. This allows finely tuned analysis of where your traffic, and its accompanying revenue, is coming from. It’s a great feature and one that will help marketeers no end.
The final feature I’m going to look at is the new service provided for users of Google Analytics Premium and regards the wonder of Custom Tables. Previously, the only way to access your un-sampled data was by performing a time consuming export procedure. Marketeers are busy people, so Google Analytics have saved us some time by allowing the accommodation of un-sampled data in custom tables in your reports. Say, for example, you want to run a report with ‘channel’ and ‘demographic’ as the dimensions and ‘average time on page’ and ‘pageviews’ as the metrics. Manually configuring this may be a bit fiddly, but with Custom Tables, you can set this report up and it starts creating your data from that point onwards. This allows much greater segmentation and, with it, much deeper analysis.
The new and enhanced features of Google Analytics are really going to lend a helping hand to marketeers over the next few months. The key theme throughout these developments is CUSTOMIZATION! The multiple data sets now available will provide very detailed reporting for businesses who want to understand their customer’s behavior and maximize conversion.
Next week, I’ll be taking a look at what the merger between Google Analytics and Double Click Digital Marketing means for Google Analytics Premium users.