Google Image data in Google Analytics
How images search data will appear in Google Analytics when Google Images referral source URL change happens? Google has announced that soon there will be a new “source” line item that will reclassify Google Image search data in Google Analytics.
The change will now display the image search data as coming from “google images” in the Source report and “google images / organic” in the Source / Medium within the Analytics.
Here is a screenshot of how this change will look actually:
Before, this change, all traffic coming from a Google Images search result was grouped together under ‘google / organic’ in the Acquisition reports within Analytics.
As a result of this classification, some users may see a drop in referral traffic “perceived to be coming from ‘google’.” But, there will be no drop or increase in “total” traffic originating from Google’s organic search, Google said. “These changes should all balance out and you shouldn’t expect an overall drop or increase in total traffic.”
Google also added, “[I] in some cases, site owners may see an increase in organic traffic due to the reclassification of “some traffic” previously classified as ‘referral’ to now ‘organic.’
Here is a screenshot of new ‘Referral’ report within Google Analytics reflecting ‘google images; source:
With this change of new ‘google images’ as the source will help webmasters understand the value of Google Images due to more of granularity in analytics data.
“Within your regular analytics reporting, you’ll be able to compare total Google Organic traffic to that of Google Images traffic via any of the acquisition reports, or add more detail to other reports by adding a secondary dimension of Source. These insights could help you determine when and where to allocate your marketing dollars or business resources when it comes to advertising and site optimization.
The ability to segment audiences based on Google Images versus overall Google Search can help you determine which pieces of content are most valuable, allowing you to create audiences specific to image search, and use those audiences across the Google Marketing Platform.”
The change only affects how Google processes and reports on referral data from images and will happen “automatically for all accounts.”
Those who set up special filters, “may need to reclassify those filters when this change happens.” Google said, “You will want to make updates as needed to capture the new Source parameter in your custom settings.”
However, “[I] f you don’t have any filters or custom channel groupings set up based on Google Organic Source or Medium, then no changes are needed and you can continue to report on the data within the Channel, Source, and Source / Media reports as is.”
Google said the images.google.com line will still show in the Referral report, as before.
The upcoming change to the referer Source URLs was reported by diTii.com last month.