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 10 Guide to the New Google Analytics WEB PROFITS


Real Time Tracking Google Analytics does a super job of providing users with data on a site’s past activity. In fact, until recently, that was the only type of activity it would report. T e result oſt en meant compa- nies who wanted real time data would need to purchase a separate tracking tool that would enable them to see in real time what was occurring on their site. Google realized this need


Analytics Home


REAL-TIME (BETA) Overview


Locations Traffic Sources Content


INTELLIGENCE EVENTS DASHBOARDS


Overview Right now 11 active visitors on site NEW RETURNING 91% 9% 10


and made a push to off er some- thing bet er. Real Time Tracking, currently in BETA, is Google’s initial answer to the need for real time sta- tistical data. Being in BETA, there are limited metrics, mainly revolving around traffi c sources and pages. As Google moves forward, one might expect the metric availability to expand in an eff ort to compete with some of the current real time tracking systems already on the market. As though the real time tracking metrics currently


available in Google Analytics are limited, you can use it for tracking the impact of social media. For example, post a tweet or share a link and watch the immediate impact it has in traffi c fl ow. You might also choose to use it to test a tracking code you have setup for a specifi c ad campaign before you launch it. In the past, you would have to run the test and then wait up to 24 hours to fi nd


30 20 Standard Reporting Custom Reporting


Page views Per minute


Real Time provides minute-by-minute tracking statistics.


out if the information you expected to gather was present in Analytics. Even though the information available on real time tracking is currently limited, it can be useful under the right circumstances. As for what the future holds for real time tracking in Google Analytics, only time will tell, but it is off to a good start.


Flow Visualization If you have planned properly, then you designed your site with certain paths you want visitors to take to reach the end goal. Even with a planned path it is not always the path your visitors choose to follow, and those that choose your path do not always end up at the planned point. T at is why understanding the true path they take, along with the areas they abandon, is vital to the success of your website. Knowing what is occurring and comparing that with what you planned helps you adjust to develop a system that works to funnel as many visi- tors as possible toward your end goal. Flow Visualization in Google Ana-


lytics does a nice job of helping you understand these paths. One example is in analysis of the checkout process. For a long time now, Google has enabled users to setup Goals and Funnels for tracking the eff ectiveness of that process. When applied to the checkout, this enabled a


Flow Visualization provides statistics graphically to see how traffi c moves through your site.


12 March 2012 Continued On 14


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