Google Analytics Adds Internal Search, Event Tracking

  • 19-Oct-2007

Google Analytics releases can be depended upon to change expectations on what web analytics packages should all be able to do. If you're one of the other analytics vendors, you have to make sure your product does at least everything that Google Analytics can do...plus some.

So, with this in mind, the new release is quite interesting, because internal search and Web 2.0 content tracking and reporting are among the introduced features.

While all analytics vendors enable site search analytics at some level, it's not always obvious how to collect the data or see the reports.

The event tracking now enables the capture of Web 2.0 events as a standard, rather than custom feature. In addition event reports are now available, separate from page view reports. Again, while other vendors provide this functionality, it is not always presented in a clear manner...both in tagging and in report output. Note, however, that to activate these new features you will need to change the tracking code throughout your site. The new tags will also enable outbound link tracking more easily.

To help you through this transition, a QA tool called SiteScan is available. SiteScan is an audit tool that checks to see whether you've implemented the new tracking code completely. This was developed by EpikOne, a GA partner (GAAP), and represents the first time Google has collaborated with one of its partners to promote a customer service. It's not clear if this is a one-off or precedent-setting event. However, since it is the GAAPs that have direct contact with customers, their involvement with adjunct features and modules potentially becomes a significant value add to the offering.

But customers of Microsoft and other major vendors have learned that such "ecosystems" are a double-edged sword. You get the benefit of 3rd-party expertise (and remember, Google is quite removed from the enterprise experience on the ground), but now you have to deal with multiple suppliers and code-bases. Will Google's partners carry the same mystique as Google itself? We'll see...

Our customers say...

"Finally, a review of MarTech suites that takes a critical look at these tools. I found it essential to understanding the promise of these solutions -- as well as some important tool and vendor weaknesses."

Alexander Deligtisch, Founder, Spliteye Multimedia

Other Web Analytics posts

Liferay vs IBM WebSphere Portal

  • May 26, 2017

Despite many similarities, Liferay and IBM WebSphere are quite different different and suited for divergent use cases....

Tech Selection Tip #3: Setting the Right Business Foundations

  • May 22, 2017

Take a clear approach to decision-making to keep the process moving and ensure that decisions reflect broader enterprise priorities. You also want to ensure you have an accurate picture of enterprise maturity and capabilities to incorporate new digital capabilities....

Updates to WCM Vendor Reviews

  • May 19, 2017

Major forces are buffeting the Web Content & Experience Management (WCM) marketplace, and key vendors and open source players are tacking in different directions in response. Some are expanding the scope of functionality, others are narrowing their focus, while others simply sail on like it's still the good old days....