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12 Guide to the New Google Analytics WEB PROFITS
user to measure the eff ectiveness of that process includ- ing abandoned carts. T e Funnel Visualization that was traditionally
depicted worked, yet it was diffi cult, if not impossible, to see where those who abandoned ended up along the path. Where did they go? What did they do aſt er they got there? T e Goal Flow portion of the Flow Visu- alization tool seeks to answer these questions. Goal Flow visualization lets you click any path between two points and then provides you with a detailed analysis, showing the movement of visitors from point to point along the entire funnel.
Search Engine Optimization Report If you have a Webmaster Tools account you can now link it to your Google Analytics account and share some of the data between the two. You will be able to gener- ate new reports about searches on Google that have returned your site URL. You will fi nd these new reports under the Traffi c Sources section. More specifi cally, you can get reports in the following areas:
• Search keywords users typed to reach your site.
• Number of impressions of your website’s URLs in search results pages.
• The number of clicks on your website’s URLs from search results pages.
• The ratio of clicks to impressions for your website’s URLs.
• The average position of your website’s URLs in search listings.
• The pages visitors landed on when clicking on search results listing your site.
• Geographical summaries on impressions, clicks, and CTR broken down by country.
T is information is not going to be the primary source of SEO monitoring you should use, but it can be useful for a high level and quick reference into what your site is doing in the Google listings, and it is worth a mention as one of the new options available.
Link Multiple AdWords Accounts T is is one change that comes in very handy and is long overdue. In the past you could only link one AdWords account to a single Google Analytics account. With the recent updates to the new interface of Google Analytics, it is now possible to link multiple AdWords accounts to one Google Analytics account. T e ability to link only one account previously made
it more diffi cult to use auto-tagging and the AdWords reports inside Google Analytics. T is also meant that, in the past, you would need to maintain multiple Ana- lytics accounts for each site if you planned on sending traffi c to them from the same AdWords account. T e new change lets you easily merge AdWords data across multiple Analytics profi les with just a few steps.
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The Search Engine Optimization Report provides information on traffi c to your Google listings.
14 March 2012
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