Last week at the 2013 Google Analytics summit there were 15 new features discussed. That’s a lot! Many people have asked me what I think are the most important announcements so I thought I would write a quick post.
Personally, I love all of the new features. But here are five things that I think will have a lasting impact on Google Analytics and, potentially, the industry.
New Admin API
What: The ability to create users, adjust permissions and configure view settings (like goals) all via an API.
Why: People have been asking for this feature for a LONG time – at least 5 years. Many of GA largest users are platforms (ecommerce platforms, content platforms, etc.). With this new API these platforms can automatically create GA accounts AND configure them when a customer signs up for service. This means less work installing and configuring GA for the end user. This change should drive greater adoption of Google Analytics.
The Analytics ABC’s
What: A new report format that groups data based on user acquisition, user behavior and business outcomes.
Why: We often talk about the customer lifecycle, and how certain data describes certain parts of the cycle.
Google Analytics reports are now divided into Acquisition, Behavior and Outcomes. And Audience – but AABC’s doesn’t make as much sense.
In addition to dividing the reports into a new information architecture, some of the reports, are also divided into ABC’s. You’ll notice that the metrics in the reports are grouped by acquisition metrics, behavioral metrics and conversion metrics.
For example, the metric New Visitors helps us understand if we’re attracting new or repeat traffic.
Also part of this change is the ability to see data based on your channel groups. This dimension of data was previously only available in the Multi-channel funnel reports and model comparison tool. Now you can create your channel groups once and access them from almost any report.
I really like the Chanel Grouping feature because it let’s me customize how I look at my traffic source data. Plus I can hide any mistakes I make with Campaign Tracking.
This will be a significant change for most users.
Learn more : Coming soon!
Understand your audience with demographic data
What: The addition of your site user’s demographic data into Google Analytics.
Why: When we talk about analytics we always talk about understanding the behavior of site users: what they do on a site.
But understanding who our users are is also critical. Knowing things like gender, age and interests can help us augment our marketing strategy and drive specific tactics, like generating creative.
This data is now available in Google Analytics. You can view aggregate data for your users as well as segment by various demographic traits.
Learn More: Coming soon!
Google Tag Manager’s new Auto-event tracking
This is a huge benefit for analytics users as we can now easily measure things like outbound links, file downloads and arbitrary clicks.
Learn more: Check out the Google Tag Manager help center for more information about the listener tag.
What: A massive, open, online course for digital analytics and Google Analytics.
Why: Digital analytics and Google Analytics is changing fast. It’s hard to keep up with all of the new tactics and technologies.
Our goal is to train _everyone_ that wants to learn digital analytics and Google Analytics. Each analytics academy course is a series of video lessons and quizzes designed to teach the fundamentals of digital analytics. There’s also a group with teaching assistants to help answer your questions. We’ll also host Google Hangouts to discuss analytics with industry leaders and reinforce some of the key concepts.
I want to stress, that Analytics Academy is a _platform_. We have a lot more content coming.
There you have it – my take on some of the more significant announcements at the 2013 Google Analytics summit. Don’t get me wrong – all of the announcements are important. But I think these will have a lasting impact on the industry.