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Google has announced the beta-launch of a new analytics reporting API that enables users to act immediately on information that their Analytics account receives from other Google services. 

Agile Analytics

While one of the promises of analytics is to offer enterprises insights that they can act on and respond to immediately, this has, to a large extent, remained aspirational. The release of this beta brings it one step closer.

As Google itself points out in the blog post announcing the beta release, it’s just not possible to be at a computer around the cloud and respond to real-time changes in customer responses as quickly as a computer can, even if there are have several teams working on nothing but market analytics.

With the new Real Time reporting API, however, users do not have to sit watching information streams from Google services around the clock. Instead, they can make queries about sets of information through the API. The responses to those queries can then be used to create an appropriate response on the users’ webpage, or website.

Google Real-Time Reporting API

Google offers the example of URLs. Using the Real Time reporting, enterprises can query the API for the top visited URLs in a particularly subject area across Google, then create a content widget to provide content based on the top URLs.

It also furnishes what the Real Time team describe in the blog post as “web counter 2.0." This is a counter that is placed on a page or a site that monitors and displays the number of people visiting that page. You could also, as Google as done, build an app to display the number of visitors to your site on a Pebble Watch.

While Google argues that this offers subtle advantages like adding sense of community and credibility to a piece of content, it also has a more obvious advantage of indicating potential interest in a particular product or offer.

In testing, Google teamed-up with a family-owned vacation rental company called Twiddy. According to the case study, their web conversion rate increased by 7.9%, their order value increased by 11.9% resulting in increased revenues of 18.6 percent.

Other advantages include customized dashboards containing key business metrics for your enterprise, as well as working with Google Analytics superProxy, which allows you to publicly share your Google Analytics reporting data

This new API is only available in closed beta for the moment, and Google hasn’t said when, or even if, it will be extending the release. However, for enterprises looking for agile analytics that respond to customer needs and interest, it’s probably worth a look.