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If one of your New Years Resolutions is to keep better track of your website analytics, Google has made 2013 the year to do it. While 2012 gave users a new, improved layout, the first product update of 2013 has made Google Analytics more useful than ever.

Need to start from the beginning? For those that aren’t already clued up with Google Analytics, it’s the big guy’s free analysis tool that lets you ‘gain insights that matter’. It’s easy to set-up an account for and you can see detailed and useful results surprisingly quickly. Amongst the graphs, stats and colour coordinated tables are six main features:

  • Analysis tools. Reports are fully customisable so that you can see the insights and results that matter to you.
  • Content analytics. This allows you to see which of your pages are the most popular and performing the best.
  • Social analytics. As the name suggests, this analyses your social media success. You can draw up reports on how your content is shared and where.
  • Mobile analytics. No one is excluded from reports with mobile analytics. They provide you with data on how mobile users are interacting with your site and if it’s working.
  • Conversion analytics. Discover how many customers are interacting with your site, what they’re buying and how this affects you.
  • Advertising analytics. Track advertising performance to see how well it is working across platforms. This information can be used with marketing campaigns to deliver the most efficient results.

Fast forward to the present and what has got analysers smiling this month? With a focus on ‘learning’, this month’s update features improvements to In-Page Analytics, mobile measurement trends and updates to Google Tag Manager.

  •  Track links better. Improvements to the In-Page Analytics no longer limits link tracking to clickthrough information by URL, it now provides data in the context of your site. You can now see clickthrough data for other elements such as buttons.


  • Measure mobile trends more easily. Google believe that mobile can no longer be seen as just an add-on to a campaign. Their latest Analytics update allows users to put mobile strategy as a central focus.


  • Start tagging efficiently. New tag templates within the Google Tag Manager allow you to add a few key details about your site and with a simple click, the Manager will automatically generate the correct code.

Want to see how it’s all put into practice? A new case study highlights how Gilt used Google Analytics for predictive modeling.