July 23, 2014
Last month Google Analytics launched a few new features for businesses, but many of the new features went unnoticed. Just last week Google sent out an email to Analytics users detailing some of these changes and why they matter. There were three new features discussed: Data Import, the new Google Analytics Partner Gallery, and how to segment your brand and generic paid search traffic.
According to information given at the Google Analytics Summit back in May, these features are just the tip of the iceberg. In other words, although the changes are small, learning how to use them now is a great way to stay up to date as Google continues to add more and more features in the coming months.
The goal of this new feature is to help you unify your data from all of the different business systems you may use such as CRM and content publishing systems, point of sale systems, web advertising networks, inventory databases, etc. All of these different data points had to be looked at separately in the past, which made analysis a little bit harder. The new Data Import feature helps to bring all of this data together so you can better organize and analyze the data in one place. The types of data that the new feature supports seven different types of data: User, campaign, content, product, refund, cost, and custom data.
Once you import all of your data from these different systems you can join it with your Google Analytics data, called the Query Tim mode, and get it involved with remarketing, reporting, and segmentation. However, these options are currently only available to premium users. This mode also allows you to upload calculated values after a transaction occurs (total customer spend, last transaction date, loyalty score, etc.).
Getting started with Date Import works by uploading text files containing the external data to a Google Analytics Property. To be honest it can be a little confusing, but following these steps will help:
Of course, these steps are actually getting your data onto your Google Analytics account. First, you have to have your data set and ready to be uploaded. You can use whatever method words best for you, but the easiest option is to use a text editor or a spreadsheet application. You can learn all about making this happen here on Google’s Support page.
If you’re a developer, Google also create a great Developer’s Guide for Data Import that you can find here.
The new Partner Gallery is actually just a re-launch of the older App Gallery. The idea here is to help users connect with and learn about different Google Analytics options from Google professionals, advocates, developers, etc. The Partner Gallery can help you find partners in two different areas:
The newly re-launched feature has a few new improvements including a new layout, a combined view of both of the services, new search capabilities such as category selection, and you can now sort Certified Partners based on your location. You can visit the Partner Gallery here and get started searching right away!
Many advertisers want to advertise on both branded and non-branded queries, and because each offers such different performance metrics they are often analyzed separately. In general, searches that contain the advertiser’s brand name often have a much higher CTRs and lower CPCs than those searches that are more generic.
The new feature from Google Analytics will automatically identify branded paid search clicks that are tracked in Google Analytics and then let you accept or decline each of them. Once you have this list, you can split your paid search channel into the two separate channels (brand and generic). You can get started in just three steps:
Go to your Admin page and click on Manage Brand Terms. Here is where you will enter the terms used to find your company (both branded and generic) and then Analytics will use this list to analyze all of your paid search queries.
You will then be prompted to allow Analytics to create two new channels in the Default Channel Grouping section. There will be pop-up directions to help you create the two channels—Brand Paid Search and Generic Paid Search. The terms you included above in step one will be filtered into one of these options. If you want to set up these two channels manually, check out this article to learn more.
This step is only necessary if you use the Multi-Channel Funnels. If you use this feature, you need to create a Custom Multi-Channel Funnel Channel Grouping that will include these two channels. I recommend doing this by visiting here and choosing the view where you want the channels to appear. You can also manually create a new channel if that’s easier for you.
We actually wrote an article for beginners that explains all about this option. Visit For Beginners: The Many Benefits of Using Google Analytics Multi-Channel Funnels for more information.
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