Google introducing a new feature "Enhanced Link Attribution" for In-Page Analytics, to provide the following new capabilities:
- "Distinguish between multiple links to the same destination page, attributing the right number of clicks to each link.
- Provide click-through information even when redirects are being used.
Those not aware, "In-Page Analytics provides click-through data in the context of your actual site, and is a highly effective tool to analyze your site pages and come up with actionable information that can be used to optimize your site content."
To use Enhanced Link Attribution, "you'll need to add two lines to your tracking snippet and enable the feature in the web property settings. In-Page Analytics will then use a combination of element IDs and destination URL to provide the above new capabilities," informs Google.
Here are the key differences you'll see (see pic):
- "There's a very prominent red 'Add Subtitles' link (that's styled to look like a button) that didn't show any click information before Enhanced Link Attribution, but now shows 20%. This is because clicking this link results in a server redirect to one of multiple pages, none of which is the URL specified in the link itself.
- Clicks on the link "Aquarium of Genoa (Italy)" were reported as 5.1%, but this is actually shared with clicks on the thumbnail to the left of that link. With Enhanced Link Attribution the thumbnail shows 2.3% and the text link 2.8%.
"Before now, In-Page Analytics was limited to showing clickthrough information by URL and not by the actual link on the page, and was limited to showing information only on links, and not on other elements like buttons. The most common complaint about In-Page Analytics is that if a page has two or more links to the same destination page, we show the same statistics for both links, since there was no telling which link the user actually clicked," Google stated.
For more about Enhanced Link Attribution, and how to use it on your site, check out this help center article.