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Google Analytics 2.0

If you’ve checked your Google Analytics profile lately, you may have noticed an upgrade. Some Analytics accounts have recently been revamped and given access to some new reports and features. So far, at COCG, we like what we see! Let’s take a look at some of the new features that Google Analytics has to offer.

First, in order to start seeing data in the new reports, you have to do some setup and potentially an Analytics script change. The script change needed would be adding Doubleclick support or what Google calls Display Advertiser Support. The Display Advertiser script change alone is a big hint of where Google is going with this, DISPLAY; though we see many benefits to come. If you need help with this setup, give us a call!

First on the list is Demographics. We’ve got a shiny new Demo tab under Audience, containing Overview, Age and Gender within. These reports will give a nice breakdown of this data for your websites visitors – what a treat! If you’ve ever been skeptical of your customer and visitor data, demographic-wise, here’s a great place to see that info and start using it in your marketing decisions. Age will give an age range for your visitors lumping them into categories of 18-24, 25-34, 35-44, 45-54 and 55-64. I’m sure there are older and younger ranges, but I haven’t seen them yet. It’s possible that individuals younger than 18 years old get excluded as age sensitive data?

Gender is pretty straightforward, yet probably one of the more helpful reports as you can visually see which gender is converting more, who is staying on the site longer, returning and more.

Interests is a new category under Audience featuring an Overview and then Affinity Categories and Other Categories.  Affinity Categories should sound familiar if you’ve ever done demographic-based marketing on the Google Display Network. Basically, these categories lump people into categories of extreme interests. An example would be, “these 100 people tend to really love music,” or are labeled “music lovers.”  Apparently, a bunch of COCG visitors are avid readers and new junkies!  Moving on to Other Categories, these are much more general categories and fit in line with your standard Display network categories.

Onward, there’s a few other revamps that are worth mentioning. Some of the overall categories are labeled differently than before. Now, instead of Content, we have Behavior. Instead of Traffic Sources, we have Acquisition.

Now within the Acquisition category (Traffic Sources), we have a new sub-category labeled as Channels. Channels is akin to All Traffic, and it might just look like an All Traffic clone at first glance. It’s very close, but some discernible differences include the drill down function. When you drill down on a channel, instead of going straight to “medium” like All Traffic would have, you have a more tailored drill down for each channel.  The Direct channel drills down to the user’s landing pages, the Referral channel drills down to the sources, the Organic channel drills down to the keyword and the Social channel drills down to the network. Basically, a lot of the stuff we could see before, but organized a little more intuitively.

Finally, one of the best changes made to-date that we at COCG all agree on, is including a conversions section in each main report. This should be included in your Analytics profile regardless of the type of Analytics script you have and has been a long time coming.  So now, if you want to see the landing pages that have resulted in conversions, it’s in the landing page report. If you want to see the channel with the most conversion, go to channels. You can then segment which goals you want to see in those reports for further analysis – nice! Google must have noticed the number of reports being pulled at COCG with the segment “visits with conversions” and taken note!