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» SEO Tips: Courting Google with Your Content The move is also designed to make Google Analytics more competitive with other enterprise-level analytics programs that online sellers have to buy, such as Ominiture. Avinash Kaushik, the company's analytics evangelist, announced the news recently at a Web metrics conference in Washington, D.C. Features in the upgrade include: advanced segmentation, custom reports, a data export API (in private beta), integrated reporting for AdSense publishers (in private beta), multi-dimensional data visualizations called "Motion Charts," and an updated user and administrative interface. The ultimate goal is to give users more granular data on who is looking at their ads and then let them segment the information most relevant to their campaigns in charts, reports and graphs that are easy to read. As for the API, that will allow developers to export Google Analytics data to other sites, widgets and publishers. Advanced segmentation, custom reports and motion charts will be added to all accounts in the coming weeks. Meanwhile, integration with AdSense is currently in a private test phase and is slated for "a more gradual full release," according to the Google Analytics blog post by Jeff Gillis. Details of the new features, along with video tutorials are at the Google Analytics Blog, but here we highlight some of the key points as outlined by Gillis. Advanced Segmentation enables you to isolate and analyze subsets of your traffic. It is true on-the-fly segmentation of visits. Select from predefined custom segments such as "Paid Traffic" and "Visits with Conversions" or create new custom segments with a flexible, easy-to-use segment builder. Then, you can apply one or more of these segments to current or historical data, and even compare segment performance side by side in reports.
Custom Reports are reports you create, save, and edit to give you a specific view of your data. You can choose the information and metrics you want to see, organized in the way you want to see it, by using a drag and drop interface to populate an Analytics report. You can also create tabs if you want to see related data — similar to a "Goal Conversions" tab — in effect creating multiple levels of sub-reports. Motion Charts add sophisticated multi-dimensional analysis to most Analytics reports. By comparing metrics visually over time you can expose data relationships that would be difficult to see in traditional reports. Motion Charts will be available through a new "Visualize" button at the top of reports. Integrated Reporting with AdSense lets AdSense publishers see their revenue and impression data alongside their site traffic data in Analytics. This integration will give publishers even more metrics to help them measure visitor activity and the performance of ad units, as well as discover areas of revenue potential on their Web sites.By using AdSense in conjunction with Analytics, e-tailers will be able to tell which pages of their site are netting the most revenue from AdSense ads. It should also let them determine what content is most popular and which referring sources and geographies are garnering the most revenue. Visit the AdSense blog for more details.
Michelle Megna is managing editor of ECommerce-Guide.com.
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