Retargeting, Segments, and Dashboards: Google Analytics Enhancements
I am infamous in our office for complaining about Google Analytics’ habit of “continuous improvement” — the changing of their UX basically every two weeks without much warning or explanation.
However, this time, I’m excited to see two new, enhanced features they’ve been rolling out over the last couple of weeks that absolutely make it worth putting up with the inevitable gratuitous UX overhaul.
Retargeting Just Got Better. Much Better.
Now you can create enhanced segmentation utilizing Google Analytics to your heart’s content. Slice and dice your retargeting efforts according to whatever combination of criteria makes sense, like:
- How visitors found you
- How deep in your site they went
- Did they convert or hit a goal page?
Trying to think of a practical application of the newly enhanced retargeting? Here’s one: say you’ve got a road show — an event that you will be hosting every few days in different parts of the country (or world). It’s now a simple matter to segment those who visited web pages related to that event, and then target them with ads that are specific to the event closest to them. Being able to include relevant dates and location in your retargeting efforts should result in much higher click-throughs and conversions.
Creating Segments and Dashboards Just Got Easier. Much Easier.
Mainly, because you no longer need to make them — you can steal them. Errr. Borrow them. Well, crowd-source them.
Google’s new “solutions gallery” lets users share advanced segments and dashboards with the world; so, there’s no need to start from scratch. It’s a great way to save some time and hassle by building on what others have already created. Plus, a quick stroll through the gallery is an incredible idea-bank. All those clever segments and dashboards will almost certainly provide an ah-ha! moment where you can see how to answer a nagging question about visitor behavior or automate a process that you’re currently managing in a manual fashion. Check it out.