New Google Analytics launched

Google Inc. has released a redesigned version of its Web analytics tool Google Analytics.

The free enterprise-class tool allows executives, marketers and Web site owners to understand how their users interact with their sites and to maximize their online businesses. Google Analytics also tracks the effectiveness of online marketing initiatives – including display campaigns and cost-per-click programs – and creates e-mail reports that can be scheduled and distributed to colleagues.

“Google is continually developing innovative tools for its advertisers,” said Brett Crosby, senior manager at Google Analytics. “Google believes that by giving these tools for free their advertisers can have a better understanding of the ROI of their AdWords advertising.

“These insights lead to more satisfied advertisers,” Mr. Crosby said. “As advertisers see more benefits from their investments in AdWords, Google hopes that they will increase their use of AdWords.

“Google Analytics is also aligned with Google’s corporate philosophy of providing the best user experience possible. Google Analytics helps improve user experience on the Internet by giving Web site owners the tools to identify site-usability improvements,” he said.

The new version features enhancements such as e-mail reporting, customizable dashboards, improved map displays and plain-language descriptions that make important information more accessible.

Data are concentrated into combinations of reports, allowing users to make more informed decisions about site management and AdWords campaigns.

“Google redesigned Google Analytics because of feedback from users who wanted more navigable reporting as well as better data presentation and sharing options,” Mr. Crosby said. “Google’s goal was to remove bottlenecks businesses had around finding, sharing and acting on the data within Google Analytics.”

Users will experience greater visibility of important data, and more intuitive navigation paths, the company claims. With improved metrics, Google Analytics summarizes data and statistics in easy-to-understand language. It uses scorecards and summaries that distill information into key performance indicator summaries and pinpoint specific user details.

“Over the coming weeks, the new version of Google Analytics will become available automatically in all Google Analytics accounts worldwide,” Mr. Crosby said. “All Analytics users will be affected because the user interface has been redesigned to make it easier for people to find and share the data they need to make informed decisions.

“Data summaries and improved trending analysis complement navigational clarity and intuitive connections between related data,” he said. “This upgrade makes it easier to click on data points to drill down into the reports for greater detail.”

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