Secretly I am a quant nerd. For me, numbers are those stable, objective friends that are always reliable and always tell the truth. Human behavior, especially consumer behavior, can often feel fickle and unpredictable. The marketplace is full of variables and noise. However, key marketing numbers are those gauges that can tell you if you are still going in the right direction.
Needless to say, I was quite excited by the new features touted by the new Google Analytics version:
|Multi-channel Funnel Tracking: Until now we were stuck with marketing gauges that didn’t talk to each other. Facebook, Twitter, LinkedIn and YouTube told us general indicators of activity, our email systems charted open rates and click thrus, and our website analytics reported visitors and even conversions – but these systems never talked to each other. Now with the new Google Analytics version, you can insert tracking code in your other marketing channels such as social media and email marketing. In the past 30 days, you can now see how many buyers found you via social media, how many interactions they took before converting, how long it took them to convert, and what was the last step in the buy cycle. This is a huge improvement in helping us measure the real impact (or not) of “awareness” activities like social media and newsletters.|
|Visitor Traffic Flow: For those of you who are visual rather than numbers oriented, this is a very cool upgrade. Google’s flow visualization allows you to see where visitors enter and the steps they take through your site. You can use filters to narrow down the view so you can better pinpoint what is working with whom.|
|Real-Time Reporting: In the past there was a delay in Google’s reporting of traffic numbers. This posed a problem if you had a television or radio spot, social media offer, or mobile text coupon where you wanted to see if you truly experienced an immediate spike in activity. Now you can get much better real-time data on your website activity.|
|Mobile Reporting: Especially during the holiday season, we need to know what is happening on a 24/7 basis. The new mobile reporting feature allows you to quickly check major stats from wherever you are.|
What has been your experience with the new Google Analytics? Share in the Comments section below.