By Morgan International Staff Writers
Google’s recent announcement of their ‘Advanced Analysis’ tool has given Google Analytics 360 customers cause for excitement. The new tool offers three new techniques to help webmasters discover new things about their visitors’ browsing behaviour. These are:
- Funnel Analysis
- Segment Overlap
Let’s briefly consider what each of these involves.
Google have sought to present data in an intuitive way that’s easy for users to explore. You’ll have access to multiple analysis tabs, and you’ll be able to organise variables by dragging and dropping them. While this doesn’t actually provide you with new data, it does make the existing data far more easy to interpret and act upon.
These changes apply to the Custom Funnels feature in Analytics 360. As it stands, you can add up to five steps along the way from the initial visit to the purchase. The new tools allow for up to ten, allowing for a greater depth of insight into the purchasing process. You’ll be able to see exactly which people are navigating away, and at which point in the visit. This will allow you to focus your attention on those areas of weakness, and thereby secure better conversions.
Segment Overlap is another data-interpretation facility that displays your users via a Venn diagram. So, if you’d like to see which proportion of people who make purchases come back to your site to make another, you’ll be able to do it fairly instantaneously. You’ll also be able to zoom in on key demographics, which, among other things, allows you to evaluate how effective your marketing efforts have been.
Modern webmasters are swamped in data. If they don’t have the tools to interpret that data, then they can’t make use of it. These latest functions make life just that little bit easier. Google are rolling out the beta over the next few weeks, allowing Analytics 360 customers to familiarise themselves with the new features in order to get the best from them. If you’d like to learn more, then why not enrol in our courses? The CDMS strategy course devotes an entire module to analytics, and will provide a rounded skillset for would-be online marketers.