by Shivedh Singh and Logan Riley
Taking Google Analytics 360 data analysis even further
We're excited to announce that Google has launched a new extension of Google Analytics 360, Advanced Analysis. It's currently in beta but they will slowly be rolling out to all 360 clients. This extension allows you to create your own bespoke reporting interface. By creating your own interface, you'll get to see more of the data you want and it will be easier to share with your colleagues or clients, who might be less analytics-savvy.
Creating an interface is easy - simply choosing what data to show, and how it is shown. This simplifies the process of focusing on certain areas for your reporting. Once you create and define the interface, it is stored that way until you edit it. That means that all segments, dimensions, and metrics are retained in the reporting interface.
Advanced Analysis also lets you import data from other products in the Google Analytics 360 suite, as well as AdWords and DoubleClick Digital Marketing.
Each analysis can have multiple tabs and can even display data using different analysis techniques. Each technique offers additional functionality compared to similar reporting in standard Google Analytics. There are three different techniques one can employ:
- Explorations - uses the crosstab layout that can be seen in standard Google Analytics.
An example of a custom exploration you could use is to view the country of a user versus the different types or products your company sells. In the table, you could view the number of users, the number of sessions and the revenue of each item. This could assist you in identifying which types or products are selling better in each country so that you can market each location as per what the users are interested in.
- Segment Overlap - uses Venn diagrams/table to depict the relation of up to three user segments over a maximum of five dimensions and ten metrics.
An example of this could be to create a Venn diagram of the user and device type of those who have converted and the medium they arrived from. You could then add in dimensions and metrics into the table below the diagram to check the total sessions, number of users, number of conversions and conversion revenue. This would help you to find a very specific group of users, and easily create a segment for them so that you can use it in a remarketing list.
- Funnels - allow for the visualisation of user journeys.
An example of a funnel could be to track users progress through your multi-page registration. By being able to view each step of the process, you could understand which step has more drop-offs and therefore edit or streamline the process.
By using the techniques above, you can completely customise the way you or your organisation use Google Analytics. A result of this could be many more people finding it easier to use Google Analytics due to them not having to add in segments or navigating to find a specific report. All you need to do is have someone with some experience in the software to create the analysis initially, and then users with very little technical knowledge are enabled to easily view it and take in the important information.
Limitations of Advanced Analysis
As much as Advanced Analysis is going to change the lives of Google Analytics users, there are some drawbacks and limitations:
- It is only available to Google Analytics 360 clients.
- Each user is entitled to a maximum of 200 reports.
- Each analysis can import a maximum of 10 segments
- The sampling limits of Google Analytics 360 are also applicable to Advanced Analysis.
Want a more in-depth look at the insight you can gather using Google Analytics? Secure a spot on our next Analytics Insight course
To wrap it up
Mark our words, Advanced Analysis is going to revolutionise the way many people use Google Analytics. What is already a really powerful tool has now turned into something with superpower. The days of struggling to find the right information and having to view many different reports to get information regularly are over. All you need to do now is simply create a new analysis with multiple tabs, and have everything you need, at your fingertips.
Hello Advanced Analysis!