Marketers looking to gain deeper insights into the customer’s journey now have a new tool, the ‘Advanced Analysis’ available now to all Google Analytics 360 customers.
Advanced Analysis offer deeper business insights while also respecting users privacy, so you can use those insights to deliver better user experience to reach your business goals. That said, data utilized in Advanced Analysis is treated confidentially and securely, said Google.
The tool currently in beta can be use in three ways to surface actionable insights about how people are using a site, including “Exploration, Funnel Analysis, and Segment Overlap.”
With ‘Exploration’ you can view and compare multiple analysis tabs in a single view. Just using a few clicks drag and drop multiple variables such as segments, dimensions, and metrics into the analysis canvas for instant visualizations of the data.
Image below shows creating multiple tabs and compare analyses in Exploration:
While, the ‘Funnel Analysis’ helps to know steps that users take while taking actions on a site. The new Advanced Analysis allows up to 10 steps, while existing Custom Funnels let you add 5 steps only. These extra steps along with ability to add multiple segments and dimension breakdowns provides deeper look at how different groups of people interact with your site, stated Google.
Using the ‘Segment Overlap’ you can easily see how segments created in Analytics 360 intersect with one another.
For example, “to know if first-time purchasers sticking around to become repeat customers, with Segment Overlap you can compare how much this group of first-time buyers overlaps with users who have made a purchase in the past month and with users who are now returning to your site.”
A screen shot below shows overlap between different audience segments in Segment Overlap:
The new Advanced Analysis beta will be rolling out to all Google Analytics 360 users over the next coming weeks.