What does the new Google Analytics home page mean for marketers?

6th June 2017 / 3 minute read

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Changes in the Google Analytics interface have been rolling out since October, but most recently Google has announced plans to introduce a new home/landing page for users right after they log in. But what’s so different about the new post-login screen? And what impact is it really going to have?

Firstly, the new home page offers users an overview of their website’s key aspects online. With snippets of Google Analytics reports, including real-time data and the type of devices used to visit your site. Cleverly, Google has paired each snippet with a handy question such as “When do your users visit?” or “How do you acquire users?”, making it easier to navigate and understand.

Not only does this new layout offer everything you need to know upon first logging in, but there’s no need to dive into various reports for date filters, such as “last 7 days” or even the last 30. This replacement of the Audience Overview report doesn’t mean that all that information is lost, but instead accessible by clicking the Audience tab in the menu.

What does this mean for marketers?

To begin with, the new homepage will be automatically configured based on your Google Analytics set up. Whether you have Goals or Ecommerce, it’ll adjust accordingly to show the most relevant data. Immediately, this makes the first point of entry into Analytics a well-structured dashboard for understanding your data on one screen.

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Engaging with your Google Analytics account has been made easier and more accessible, with Google’s new “Discover” page offering products, offers and other features to help users navigate and understand data. By understanding what works and what doesn’t, marketers can be sure to invest their time in the right areas.

How will these changes help clients?

In allowing marketers to get to grips with Google Analytics data, their greater understanding will improve marketing output. The time spent on certain activities can be boosted even further where real results prove its worth, making a client’s money in marketing well spent. Google Analytics doesn’t just provide users with website insights, but it can also benefit your business in the optimisation of marketing campaigns.

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