New Google Analytics – what’s it all about?4 min read

If you’ve logged into your Google Analytics account recently you’ll have seen it’s had a bit of a makeover. Well, it’s actually a bit more than that – so in this post I’m going to run through the best bits and how they can benefit you.

Before we delve into the new stuff though – they’ve also changed the navigation structure so if you can’t find something try switching tabs

Within the “Home” tab you’ll find:

  • The Dashboard – and you create new dashboards
  • Intelligence Events – where you can set up alerts
  • Real-Time (more on that below)

Within “Standard Reporting” you’ll find all the normal analytics stuff we all love:

  • Visitors
  • Traffic
  • Content
  • Conversions – which includes Ecommerce, Goals and Funnels.
  • Advertising (where they’ve moved Adwords)

And “Custom Reporting” is now being encouraged as it’s got its own tab too.

Cool New Google Analytics Thing 1 – Visitors Flow

The Visitors Flow tool lets you see how visitors travelled through your site. The grey lines are where they went, the red lines are where they left.

There’s a lots of functionality within the tool so you can drill into why/where, zoom in and out etc.

You can also (using the green drop down top left) change what the initial division of people is. In the above example I’ve used operating system, but you can choose from a wide range of things including:

  • Events
  • Traffic sources (inc from where and keywords)
  • Visitor locations

I think I could probably spend a good hour or two delving into this data to discover what’s really happening on the site. But there are some very important questions it can help you answer, for example:

  • Where are the pages that I’m loosing most people?
  • Why do Yahoo visitors not convert but Google ones do?
  • How easy are mobile viewers finding the site to use?

Have a look at it for your site and see what you can discover.

Cool New Google Analytics Thing 2 – Multi-Channel Funnels

This is down in the “Conversions” part of the “Standard Reporting” tab.

This is quite different from normal analytics funnels as it’s all about the path someone who’s converted (via ecommerce tracking or a goal) took to get to your website.

In the example above we can see that the most conversions came from people coming to the site twice through organic search. But the 6th row shows us someone who came to the site via organic, then direct, then direct, then direct, then organic again before they converted.

There are lots of ways you can drill down further into these results – you can find out which search engines and referrers and you can get down to which keywords too.

So how can this benefit you?

  1. It’s going to help you solve the endless ecommerce issue of attribution.
    Every ecommerce business is actively working to drive customers to the site in more than one way – you’re doing SEO and PCC and Affiliates etc etc. This tool will enable you to get an understanding of how those channels work together to drive your sales.
  2. Do the generic or precise keywords drive the sale?

Again, this tool has a LOT of data it can provide you with – so get exploring.

Cool New Google Analytics Thing 3 – Real-Time Reporting

The final one we’re going to run through today…

Real-Time Reporting is located under the “home” tab, and is currently in BETA. And it does just what it says – shows you what’s happening on your site RIGHT NOW.

(Sorry there’s no screen grab for this one, but I’m not able to make the public the data for any site that’s got more than one person on right now – and that’s just a very boring page).

So, the first thing we know about this is – you need to have a lot of traffic to your site to make this useful. But if you’ve got lots of traffic this is going to be a fascinating report to look at.

You can see in real-time (and for the last 30min):

  • How many active visitors are on your site right now
  • What content they have looked at
  • Where they came from – traffic sources wise
  • Where they are – geographically

So, have a look at the new tools – they will help you market your site better and more efficiently.

Let us know how you get on.

Becky Hopkin

As MD Becky works to ensure Digital Gearbox’s values are being lived, and that our customers are receiving the best service possible. A self-confessed Disney fanatic, Becky loves spending down time with her golden Labrador, Nala, and her young daughter, Emily.

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