Google Analytics Debuts Real Time Widgets, Customer Journey Tool

3 minute read
Anthony Myers avatar

Web stat geeks will be stoked about Google Analytics updates that include real time widgets and interactive insights that help define how customers really decide to finally make a purchase.

Marketing + Performance Boost

Publishers, marketers and ecommerce sites can all benefit from seeing more closely how their customers find them and exactly what they are doing on a given site. With Google Analytics' customer journey tool, a map of sorts can be created that shows the steps those customers take before they finally buy something.

This kind of 360 degree view of customers is valuable because it can show where the strengths and weaknesses are in a site layout or strategy. The Customer Journey to Online Purchase benchmarking tool is an interactive data set that demonstrates how buyers act in different industries and regions, and what kind of time frames they operate in.

Not every customer buys after one site visit in just 15 minutes. They might do a search, read a review, and take more than a day or two, for example, to finally decide to buy, and these factors vary by country and business type.

Additionally, there is data for how different channels perform by industry and region. Is it better to use paid search or emails for travel in the UK, for example. Google built the tool using data from 36,000 Analytics customers who authorized sharing of information from its Ecommerce and Multi-Channel Funnels tools.

Learning Opportunities

Real Time Widgets, Universal Analytics

The real time widgets are similar to the existing Google Analytics widgets, and there are 4 now available for adding to new or existing dashboards. There's a real time section under the +Add Widget menu option, and real time stats can displayed in Counter, Timeline, Geomap and Table formats.


Use filters to compare different segments of real time traffic, and give context on where visits come from across different time periods.

Universal Analytics, the abiity to plug mobile and offline data into Google Analytics has also become generally available, so combining all three of these tools should give businesses plenty of data to chew on.

For European Google Analytics customers, GA Premium has expanded to Germany, France and Spain. It provides extras like dedicated servers, support team, service guarantees and more processing power. Google Analytics is quite popular, but there's a plethora of analytics tools out there for companies in every industry. Feel free to let us know in the comments if you use it or if you've dropped it in favor of a competitor and why.