Google updates Google Analytics solution

-Akshay Ranganath

Google recenty announce bundling of more Enterprise class features into its Analytics package (See Google Analytics blog at http://feeds.feedburner.com/~r/blogspot/tRaA/~3/428822828/more-enterprise-class-features-added-to.html)

In short, the new features added were:

1. User Interface refresh.
2. AdSense now integrated into GA.
3. Advanced visualizations: Motion Charts!
4. Custom Reports!
5. Advanced Segmentation!!
6. The Google Analytics API.
7. Automatic importing of AdWords cost data into Urchin.

Of this, 6th and 7th are in private beta meaning you get it only if Google invites you to use :-(

Avinash Kaushik has written a nice post on what it means and how to use it here (http://feeds.feedburner.com/~r/OccamsRazorByAvinash/~3/428799691/google-analytics-releases-advanced-segmentation.html)

Commenting on the new features, CMS watch wrote a report on the shortcomings of the enhancements:

• Unlike most enterprise-ready analytics tools, Google’s analytics offering lacks an ability to query against raw data, limiting in-depth analysis into segmentation behavior.
• No API exists to support the import or export of data for third-party e-marketing package and enterprise data integration.
• Support comes only from consulting partners, which lack the ability to make modifications on the Google back-end. And with little documentation, license-holders have come to rely on bloggers for assistance.

And it even mentioned one good thing:

businesses have come to effectively employ Google Analytics as a supplement to more robust offerings. It is especially helpful for AdWords performance metrics and campaign tuning.

(Source: http://www.cmswire.com/cms/web-content/google-analytics-shoots-for-enterprise-falls-short-001298.php)

Being stuck in project, I've not had time to see what the new features look like - planning to check it out over the weekend.

Gut feel though - Google is still catching up with the likes of Omniture. GA is still quite less customizable and the flexibiity offered in terms of user defined variable and metrics is tough to use.