Google Analytics Answers Web 2.0
Oct 18th, 2007 by Jennifer LeClaire
With the eMetrics Summit underway in Washington, D.C., Google took advantage of the captive audience of industry analysts and Web analytics gurus from Fortune 500 companies to announce changes to its platform.
On Tuesday, Google introduced new features to Google Analytics, including site search reporting and event tracking, and an updated version of Urchin software. The company said the enhanced features make Web 2.0 information more accessible and comprehensible, and will help users better understand visitor behavior.
“Google continues to expand the capabilities of its analytics solution with integrated search analytics and event tracking, while enabling measurement of multiple Web properties through tagless link tracking,” said John Lovett, senior analyst for site technologies and operations at Jupiter Research, from the eMetrics Summit.
With Web 2.0 features spreading rapidly across the Internet, analysts say that measuring the success of Web 2.0 efforts is increasingly valuable. The Google Analytics event tracking feature, which launches in a limited beta at the eMetrics Summit, enables users to measure visitor engagement with a site’s interactive elements.
“These enhancements empower marketers with valuable customer insights and provide a method for categorically tracking emerging applications,” Lovett said.
