Google analytics ups the anti but there are some things to watch out for.
In October 2008 Google started rolling out the new features in its free analytics package. It describes them and enterprise level features and they include a visualisation option that allows users to see data three dimensionally and over time, a custom reporting option and critically advanced segmentation as the three main.All in all the new features in Google Analytics make some of the larger enterprise level products look a little silly, not because Google now leaves them in the shade but because, as ever, Google offers all this for free in an easy to use package which when compared with the competition and in the context of the current economic climate makes the Google package look considerably more compelling in most circumstances.From a reporting perspective, the custom reporting module should make it easier to see useful data whilst filtering out the noise but from an analysis perspective it’s the advanced segmentation that’s likely to have the biggest impact (the visualisation looks pretty and is fun to play with).But there are some pitfalls to watch out for when using the advanced segmentation as well some interesting things you can do with it. In no particular order here are a few.
- Advanced segmentation does not work over certain reports. For example its not possible to segment data whilst looking at funnel visualisation, but it is possible to segment whilst looking a goal conversion. To segment funnels you still need to set up new profiles.
- The “Ad Versions” report cannot be segmented either
- When comparing multiple segments and viewing report data using the data ranking view (it’s the second icon from the right in the row of 4 at the top right hand corner of the report) it isn’t possible to use the week on week comparison mode in the date range. This is frustrating only insofar as it means that the segment comparisons must be made one at a time.
- Also when comparing multiple segments and viewing report data using the data ranking view it shows the segment percentages based on ALL visits and not based on the total volume of visits for the segment in question. This is totally baffling and very misleading in my view.
- Segments can be used to sessionise groups of pages. This is useful if you want to know, for example, how may visits viewed a particular product category. But, watch out when viewing the Top Content report because this will include other pages that may not be in the content area that has been segmented against. This is because the count is done at a visit level and not a page level meaning that visits viewing a specific content area will also view pages outside that content area and as such fall within the segment parameters.
- Finally, the segmentation data can sometime spew out some freaky looking results. Take them with a pinch of salt and move on. If you look at the data often enough you’ll know what to trust and what not to.
Tags: Google Analytics
