Google Analytics Premium: What You Need to Know

Last night Google entered the paid web analytics market with the release of Google Analytics Premium. Six years after purchasing Urchin the big G has thrown its hat in with the likes of IBM and Adobe to try and take a slice of the web analytics software pie.

So what’s new?

Anyone who is familiar with the web analytics vendor marketplace will know that previously Google has not been able to compete at the top table when it comes to enterprise solutions. One of the main reasons for this was the data sampling or fast access reports which could potentially reduce accuracy by 10 – 15%. As JavaScript tracking also loses around the same amount due to blocked cookies etc then enterprise companies could not afford to be losing up to 30% of data accuracy. Google have addressed this issue and gone further:

More Data (faster) –

You can now access significantly higher data limits as well as well as 50 custom variables and real time reporting. This addresses two of the main complaints that a lot of users had with GA standard.

Features

- As mentioned above there is now a realtime feature called Right Now (also available in Google Analytics Standard) which allows you to see how many people are currently on your site, where they came from and the content that they are looking at. The big announcement however is undoubtably attribution modelling; something of a golden fleece in the world of web analytics. While not much information has been released about it, we were lucky enough to get a sneak peek in Mountain View last month and it looks great.

Service Levels

- There are now SLAs around data collection, reporting and processing meaning companies can rely on the solution for freshness. It now processes data within 4 hours, 98% of the time allowing you to react more quickly to changes that are happening on your site. Google are so sure of this they ‘will compensate you if we don’t deliver.’

Support

- There is now a dedicated 24/7 support team that you can call if there is a problem with your account. This is a big step from Google, who estimate 50% of the world’s websites have Google Analytics code in place. Previously the task of supporting issues fell with the Google Analytics Certified Partner program, companies like us, who were unable to give responses about back end issues.

The Verdict

Overall Google have made a significant step to becoming a contender in the paid for web analytics market, but there is still a way to go. Other platforms offer further systems integration and automation as modular add ons. Digital business is fast becoming less and less about the ‘web’ so it will be interesting to see how Google innovates in comparison to something like the Adobe Online Marketing Suite.

Ultimately if companies are considering replacing their current paid vendor with Google Analytics Premium then they should perform a thorough cost benefit analysis based on their business requirements.

Next Steps

If you would like to know more about how you can leverage Google Analytics Premium to help your business the get in touch. Elisa Group has 10 (Google Analytics Individual Qualified) GAIQ in London, Manchester, Barcelona and Madrid. If you would like us to help evaluate GA for you then let us know.

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