The New Google Analytics: Ready for Enterprise


Today, Google Analytics announced so many changes at the eMetrics Summit that my head spun. True, I knew about them all and had played with all but one, but didn’t know we were announcing them *all.*

Here’s the run down, then we’ll slowly start to review them over the next few days. I’ll focus today mostly on the first one, Custom Reports, and just mention the others.

Custom reports enable customers to create their own reports with the metrics they want to compare—organized in the way they want to see it. ” OK, that’s the Googlespeak. But to me, custom reports enable me to finally create a report once, in GA, and not have to recreate it every time I want it, and I can use the report across all the profiles that I have access to.

I didn’t succeed, after all this time, in creating a custom report that would blow your mind away. They all look very tame once they are created. It’s the capability that is so cool, so I thought I would show you the interface:

Custom Reports Screen Shot

Custom Reports Screen Shot

You have to play with it a little until you really see how powerful it is. It enables you to create what looks like a standard report, but instead of bounce rate, exits, etc across the top, you can have Goal 1 started and Goal 1 completed, or Visits with Search and Search Refinements (like in my screen shot here. ) Furthermore, you can segment by anything you want. In my screen shot, I segmented by hour of the day, but I could have chosen anything else in the green “dimension” values that you see on the left side of my screenshot.

OK, enough on this one. Let me go through the others quickly:

Advanced segmentation allows users to segment without creating all those profiles! Before this, if you wanted to see, for example, just your pay per click visitors, or just your visitors who came from Wikipedia (or whatever), you had to create separate profiles for each of those segments and filters to make them work. Now, you can just use the out-of-the-box segments like “Visits with Conversions” or create your own. (I realized this last part when I went into our account and found one called “John’s segment.”)

We’re getting an API!!! It is in private beta. This new application programming interface lets people export their data for lots of cool uses, like building custom dashboards. We won’t have to do all our work in Excel anymore.

Updated GA InterfaceThe updated interface (OK, here is a screenshot) is cleaner, and more to the point, enables users to compare their profiles and their sites. Notice here how we have some LunaMetrics profiles and some profiles, both of which are in the LunaMetrics account (from back in the days when you had a hard time getting more than one Google Analytics account.) While I’m not that interested in comparing those two sites, we did training on Monday with 45 companies who run websites for academic journals, and they all asked, “I have multiple journals. How can I compare the metrics from my journals to each other?” This is a nice quick way (apologies to all those companies — I wasn’t allowed to tell you about this feature on Monday.)

Motion Charts are the next item.  They aren’t my favorite yet, but I am sure they will be after you can aggregate the data by time.  They are a visualization of your data — just about any data you want.  You can choose up to five dimensions.

And last comes the only beta that we didn’t test at LunaMetrics — GA integration with Google AdSense. AdSense publishers will now be able to see performance by both page and referring site to make more informed decisions. Who knows? Soon maybe we will get really good integration with Website Optimizer. With Feedburner!

Damn, I won’t be creating all those profiles any more….

Robbin Steif

Our founder, Robbin Steif, started LunaMetrics in 2004. She is a graduate of Harvard College and the Harvard Business School, and has served on the Board of Directors for the Digital Analytics Association. Robbin is a winner of a BusinessWomen First award, as well as a Diamond Award for business leadership. In 2017, Robbin sold her company to HS2 Solutions and has since retired from LunaMetrics.

  • Robbin and John – While I love the idea of segmentation on the fly, what does it mean for all of the profiles we set up to do segmentation? I would imagine that no one would go through the effort of deleting them in existing accounts. But what about in new accounts? Do you think it’s a best practice to continue creating the profiles for new accounts just to stay consistent? Or can I save myself lots of time? Can’t wait to get my hands on segmentation and custom reports – hint, hint 😉

  • Great rundown Robin. Thanks for the post! Could any of these updates be screwing up reporting? My brother owns his own business and relies on Google Analytics to supply metrics to his clients. He’s all of the sudden seeing traffic from some of the accounts go flat line, and we can’t figure out why. Any suggestions?


  • I saw this announcement from Google but I never saw the Beta opportunity. When will these roll out? I don’t see any evidence of them in any of my accounts. Thanks.

  • Will — I don’t know the answer to your question. But I doubt tht ti si the updates, because most customers, like Tom Lewis, still don’t have the updates yet. They are coming in a few weeks (except the AdSense and API, those are in private beta.)

  • Thank you, I’ve just been looking for information approximately this subject for a long time and yours is the greatest I’ve came upon so far.

    But, what concerning the bottom line? Are you sure about the source?

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