Google updated its Analytics service in August, including a new feature that segments real-time data in reports so that users can track marketing campaigns as they move forward.
The segmenting update allows a user to click on a dimension in a real-time report, in order to track data by that metric. A user could, for instance, click to select referral information, and then segment that information by visitor source or traffic channel. Another possible use is to click on a city name to segment data by that city.
Shortcut to Data
The company said this allows a user, for instance, to measure which content is most popular in a large metropolitan area.
Other use cases include following the results of a geographically-targeted pay-per-click campaign, or seeing how social media might be affecting site traffic after an industry conference.
Another recent update to Analytics provides the ability to create Shortcuts in order to more quickly find a particular path to data. The company noted that, instead of going through a daily process of “find report, add segment, change, sort,” one can do that process once, save it as a Shortcut, and then return to that view on one click.
The Shortcut button is found on the Utility Bar of a standard or custom report in Analytics, and, when clicked, it adds a shortcut to the current configuration of the report on the Home Tab. Shortcuts live in a section in the Home tab, they can be managed from the Overview page, and they can be emailed and exported as if they were standard reports.
API for Multi-Channel Funnels
Google has also introduced a new Multi-Channel Funnels Reporting API. In the fall of 2011, the company added Multi-Channel Funnels, which were a new set of reports tracking the full path that users follow to conversion, rather than just indicating the last click. This can be useful to determine which marketing efforts influenced specific conversions to sales or leads.
The API allows developers to utilize those Funnels, such as querying for Assisted Conversions, First Interactions Conversions or Last Interactions Conversions. This can then be combined with other conversion path data from other sources, in order to automate events like bidding.