Google Analytics is one of the best ways to measure all sorts of interesting data about your website – and like everything of value it continually refines its features.

The platform recently rolled out a number of updates  (14 in total) – here are four that every marketer should know about.

1. ABC

Who said Analytics isn't as easy at ABC? The new ABC report stands for Acquisition, Behaviour and Conversion.

As the name, implies this new report gives a detailed overview into how you've attracted visitors, how these visitors interact on your website and, most importantly, how you convert whether it's a sale, engagement or email sign up. 

2. Better demographics

Visitor data has been beefed up in this update. Now Google Analytics shows information about visitors including age, location, gender and interests. 

Drilling down even further, you can now see handy information such as the demographics of your top 15 per cent of customers, enhanced A/B testing and use these insights to improve remarketing campaigns in Google AdWords.

3. Tag Manager

The new Tag Manager makes it easier to track events such as calls to action and clicks on ads.

Previously, users had to add a custom Javascript to your page to alert Google Analytics if a customer had clicked on a certain button or lodged a form.

Now Tag Manager monitors these events, allowing you to measure the success of campaigns more efficiently.

4. Improved segmentation

Google Analytics is a powerful tool, but navigating and discovering its many features can be daunting for first-time users.

Now Analytics boasts a new interface that is easier to get around and customise. 

You can now create bespoke segments or even import a segment from the Google Analytics Gallery, allowing you more room to tailor the platform to your needs.

To find out more visit analytics.blogspot.com.au. 

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