Google Busy with Changes, Enhancements to Analytics

google-analytics-logoGoogle provides a swath of services for businesses and agencies. One of their most beneficial services for anyone with an online presence is Google Analytics. Best of all, the service is free to anyone who has less than 10 million hits a month. If you get more than that, you can pay for Google Analytics premium, however, most businesses and agencies don’t have the dough for a $150,000 annual flat fee! Anyway, Google has been fairly busy over the last month or so with Analytics. Time to catch up on what has changed.

Help with Tags

Back in February, Google released a chrome extension designed to help site owners with tags on their site. The Chrome Extension is named Tag Assistant and it might be your new best friend in Chrome. What is Tag Assistant good for? It can help find tags on any page you’re viewing, as well as find errors, and implementation problems, and can make suggestions for optimization and improvements to your site. It never hurts to have a little assistance when it comes to the all-important tags on your site. Give it a shot.

Currency Support Improved

If you’re making sales outside of the US and don’t like to deal with all of the issues that different currencies cause, Google finally added multi-currency ecommerce support in February. There is support for a wide variety of currencies and those already using the service have been seeing great results. Google uses the daily exchange rate from one day before the date of the hit. Check it out if you’re already involved in multi-currency sales or are looking to expand and need support.

Mobile Gets a Boost

One of the last significant updates in February came to Google Analytics’ mobile tools. They released version two of their “Mobile App Analytics Platform.” As mobile continues to grow and a mobile strategy becomes more important than ever, you’ll need as much information as possible on your mobile efforts. Google’s new offering improves app measurement, reports better on ROI and engagement, and adds a variety of other improvements and tools for users. Mobile is expanding rapidly; don’t be left out with lousy data. Be sure to add the mobile app analytics platform to your tools.

More Awareness for Account Administrators

Google implemented a long overdue addition to Analytics near the end of February. They added a Change History. Simply put, Change History provides any account admin the ability to look up the last 180 days of changes made to your analytics account. If you have multiple people using your analytics account or want to see the exact date you changed a setting and how it affected your business, you can now do that easily.

Greater Access Customization

In March, Google announced the gradual roll-out of enhanced user-access control lists. Instead of relying on roles for users in the account, admins can now delegate exactly what a user will have access or permission to do in your account. The change to this new, more flexible system will be automatic, so make sure you take a look at your options to see if and when your account gets migrated. The new controls might be just what you need to help your team do its work more efficiently.

Social Analytics Upgraded

Social media is a centerpiece for online marketing campaigns. Behind all of that is the sharing of posts, articles, content, and media. Google recently improved the ability to keep track of who shares what to how many people on their Analytics platform. It’s much easier to see the results from your links. You can even see exactly how much traffic you get from a certain link based on how much it is shared and track them over time.

Google Analytics Is a Powerful Tool

Many businesses and agencies utilize Google Analytics to help them manage and understand their data. Hopefully this round-up of recent updates was useful for you. It can be easy to miss these changes unless you actively follow the Analytics blog. Whether you’re new to Google Analytics or a long-time veteran, it’s important to stay on top of the updates Google makes. You wouldn’t want to miss out on anything that makes your work easier and more efficient, would you?

What do you think of the latest Google Analytics changes? What do you want to see next for Google Analytics?

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Patrick currently lives in Somerville, Massachusetts, where he is studying for a Master's Degree in Intercultural Relations. Upon graduation from Penn State in 2008, he spent two years overseas in Kyrgyzstan with the U.S. Peace Corps. While writing is currently his chosen way to put food on the table, he loves fitness and exercise, which he believes makes up for his avid computer gaming habit.

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