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New Google Analytics Features

At the E-Metrics Summit today, Google announced several advanced additions to Google Analytics. These additions bring Google Analytics more firmly into enterprise territory, and they will make deeper analysis and segmentation easier. They reflect an ongoing commitment at Google to keep Google Analytics abreast with changing needs in the industry.

Most of these additions will be rolled out to all accounts starting this week. You may find that they are already activated in your account. A few of them will roll out more gradually over the course of a few months.

These features are the beginning stages of features that will become more advanced with time.

Analytics Intelligence

This is an exciting feature for analysts. Google Analytics now monitors a slew of dimensions and metrics to spot any unexpected changes in your traffic. Up to this point, the hardest part of analysis has been to spot emerging trends or unexpected spikes quickly enough.

For example, if your bounce rate for an AdWords campaign suddenly jumps, Google Analytics will show you.

Customizable Alerts

In conjunction with Analytics Intelligence, you will also be able to set customizable alerts and have them emailed to you or even pop up on the screen. You can set alerts to trigger at certain thresholds or when certain combinations are met. This is a powerful way to keep track of anything you know might go wrong.

Multiple Custom Variables

Google Analytics has always had one custom variable. It has been compared unfavorably to other web analytics products that have dozens of custom variables available for use. Google responded by setting a new standard: a virtually unlimited number of custom variables. If you run out of custom variables now, you're doing something wrong.

The variables can also be scoped to the page-level, session-level or visitor-level.

Expanded Goals

Google Analytics uses four conversion goal slots for each profile. For many enterprise clients, this has been a pain point. Now, Google Analytics has expanded their goals. Each profile now has 20 goals.

Google also introduced engagement goals. Previously, a goal conversion was reported when a visitor hit a predefined page. Now goals can be triggered when a visitor spends a specified amount of time on the site or visits a predefined number of pages.

Advanced Table Filtering

Advanced table filtering permits users to have more control over what their reports display by taking out irrelevant numbers. The interface for advanced table filters is similar to what is used for advanced segments. Imagine now being able to look at visits from referring sites where the number of visits is more than 100.