What’s next for Google Analytics? [infographic]

How Googles’s new Universal Analytics and other planned features add to the tools available to improve business insight

The relentless pace of change at Google

I joined Google in 2005 – just after the acquisition of Urchin, the forerunner of Google Analytics. A big factor for me coming on board with Google (it was not a “no-brainer” as I had my own business and staff to consider), was the promise of the continued development of the product.

At the time, many an industry “luminary” predicted that once acquired, Urchin would just be another product/tool on Google’s shelf. Many mergers and acquisitions are like that – once acquired the interest of the acquiring company moves on to the next thing – but not Google. In fact, what still amazes me is that after 7 years since the launch of Google Analytics, the pace of change is even more rapid than during the first 3 years…

Take for example the announcement of Universal Analytics at the recent GA Summit in October. Universal Analytics is a complete change to how data is collected. Now, not just web analytics but offline transactions and events can be captured and reported in GA. Interesting times indeed…

I created this infographic to help summarise some of the other summit announcements.

Infographics google analytics

Of course, these innovations build on tools already available to help companies get more from Google Analytics. In my next post I will cover a range of plugins that I recommend.

  • sealeyd

    Great summary Brian. I don’t think enough people have worked out how big a deal Universal Analytics will be. Certainly the big analytics vendors need to start quaking in their boots as this could shake up the customer analytics market.


  • Paul Rogers

    Great stuff Brian – I think the thing I’d like to see the most is data import, that would be a huge improvement and would make things a lot easier!

  • http://twitter.com/SCraigSEO Stephen Craig

    I am very intrigued by the On-Line/Off-Line Tracking. It is important to see the positives of how your online presence impacts your brick and mortar locations. Now it just seems like a lost visitor because there is no way to know if they took advantage of your services. Really good read!

  • Larissa

    Impressive! What about a very simple metric which is internal banners impressions? How can a website can calculate their campaigns CTRs if they don´t have impressions info for free or at least by default in any web analytics tool?

    • http://www.smartinsights.com/ Dave Chaffey

      Hi Larissa, yes – that’s a nice simple, but useful application.


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