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Google Analytics Updates — Next Stop, “Event Tracking”
Posted By Robert Gorell On December 14, 2007 @ 1:43 pm In Accountable Marketing,Persuasive Scenarios,Web Analytics | 16 Comments
The change in script reflects the fact that “page views” are dead (although some  have replaced them with zombie metrics). Additionally, this round of GA updates makes it easier to track ecommerce transactions  and see how metrics relate to each other . But you can’t see how visitor actions relate to each other — yet.
Now that visitor action can be called “events” and tracked with ga.js tags, it’s going to be much easier for GA users to see how a series of actions tie together. Fortunately, Google has built an “event tracking” interface to help you take advantage of the more robust ga.js script. For now, it’s in closed beta, but when it launches, the reports will look something like this:
The challenge for marketers, analytics specialists, and anyone who’s a little of both — either by training or necessity — is to realize that standardized metrics aren’t enough. Event Tracking isn’t about measuring how many times visitors complete one-off actions. (If you do only that, the feature will be, in most cases, meaningless — or “cool,” which can be even more misleading.) Nope. Event Tracking is about measuring scenarios .
Since it’s designed to help you measure the relationships between actions and content, the to-be-launched Event Tracking interface should encourage GA users to do a better job of planing the visitor experience and to not be content with the same old generic data.
[Image credit: Marketing Pilgrim . If you'd like to learn more about how to use the latest version of Google Analytics, these updates aside, Avinash  has you covered. To read more about the use the most recent updates, see WebProNews  and ProBlogger .]
Article printed from Conversion Rate Optimization & Marketing Blog | FutureNow: http://www.grokdotcom.com
URL to article: http://www.grokdotcom.com/2007/12/14/google-analytics-sets-stage-for-event-tracking/
URLs in this post:
 Image: http://www.grokdotcom.com/2007/12/13/google-analytics-update
 updates: http://analytics.blogspot.com/2007/12/announcing-new-graphing-tools-gajs.html
 some: http://www.grokdotcom.com/2007/07/10/page-views-stink-but-time-spent-ha/
 track ecommerce transactions: http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55528
 see how metrics relate to each other: http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=81653
 scenarios: http://www.futurenowinc.com/persuasion-scenarios-increase-conversion.htm
 scenario planning: http://www.futurenowinc.com/methodology.htm
 optimization: http://futurenowinc.com/scenario-analysis.htm
 Marketing Pilgrim: http://www.marketingpilgrim.com/2007/10/urchin-software.html
 Avinash: http://www.kaushik.net/avinash/2007/05/google-analytics-is-re-launched-do-these-five-things-first-in-v2.html
 WebProNews: http://www.webpronews.com/topnews/2007/12/14/google-analytics-adds-graphing-e-commerce
 ProBlogger: http://www.problogger.net/archives/2007/12/14/google-analytics-add-new-comparison-graphing-tools/
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