Google Analytics Adds Industry Benchmarking And Trends

Wednesday, March 5, 2008 by Mistlee

Can't see any images? - Click To View!

Click to Play

SMX West 2008: Stephan Spencer
The President of Netconcepts, Stephan Spencer, sat down with Mike McDonald of WebProNews at SMX West in Santa Clara. Spencer explains the PageRank...

Recent Articles

Where SOA, Rules, Processes And Events Come...
I missed the customer panel with Travelocity, Equifax, Deloitte Consulting and Bank of America but hopefully the DIABLOGgers got that one too (they did, check here). Next up is Daryl Plummer of Gartner talking...

Sun Is Acquiring MySQL!
Jonathan Schwartz dreams of support contracts... The open source database supports sites like Google, Yahoo, and Facebook, and provides Sun with a "full stack" it can offer customers. Those customers have tended...

Google Updates Analytics
Google have introduced the new Analytics and urges the use of the new ga.js page instead of the old urchin.js. This will allow webmasters and site owners to take advantage of the most up-to-date tracking functionality of Google Analytics. Very recently, Google...

CFDBINFO & CFZIP For Quick Database Backups
All major database products have tools to let you backup their databases. MySQL makes it super simple with their command line tools. But what if you want to do...

Google Sued Over Alleged Use Of Distributed...
Northeastern University has sued Google in the patent-friendly federal court for the Eastern District of Texas, accusing the search giant of infringing upon its...

Oracle Database 11g For Windows
Oracle has announced the general availability of Oracle Database 11g for Windows. This version is supposed to be optimized for Windows and .NET. It also includes...

Zoho DB Debuts
All that money must be weighing Google and Microsoft down - Zoho has stayed (at least) one step ahead by releasing a unique new online database product...


Google Analytics Adds Industry Benchmarking And Trends

By Andy Beal

"We haven't used data and we will not use your data unless you opt-in," says Google Analytics' Brett Crosby.

So, why would I start this post with that statement? Because, when you see what Google Analytics is launching today, that question will be the first that comes to mind. It certainly did for me, when I chatted with Brett yesterday.

In response to the multitude of requests, Google Analytics is today adding "industry benchmarking" as a beta feature to its web analytics tool. What does it do? Industry benchmarking will allow you to see how your individual web site traffic compares to aggregated data from other sites in your industry/vertical. For example, my wife often sees seasonal surges at her Hawaii-related blog, so she'll now be able to tell if the travel industry as a whole is seeing the same highs and lows.

Here's a screenshot of how the new feature looks:

Industry Benchmarking Screenshot

Kickstart Your Mobile Marketing Strategy
Download The Mobile Marketing Handbook

Now, back to the opening statement. In order to use industry benchmarking-and in order for it to work-Google needs users to "opt-in" their analytics data. Using new data-sharing settings, you can opt-in and share your data, while having access to industry benchmark data. Before you cry "Big Brother" is watching, two things to consider:

1. While Google wants you to either "opt-in" or "opt-out" from benchmarking-your data will not be used unless you specifically opt-in. That means, that if you don't do anything, Google won't touch your data.

2. Your data is anonymized and aggregated. No one will see your individual stats. Instead, they simply get put into a "bucket" of industry data.

Another benefit to electing to share your Google Analytics data is you'll be able to use that data across other Google products. Handy, if you want to share your analytics data with your your Conversion Optimizer account.

While Google has many free services, it's Google Analytics that continues to impress me. Not only is it already a fantastically powerful web analytics solution, but Google continues to add new features to it. Industry benchmarking might not be as powerful as Hitwise or comScore, but for those of us that want to research industry trends-and don't have deep pockets-it's a welcomed addition. (Of course, if few people opt-in their data, it won't be that useful)

Now all you have to weigh-up is the value of getting your hands on this data, compared to the privacy you give-up when you allow Google to have access to your stats. If you're not a black-hat-why would you be using GA in the first place?-then you have nothing to fear. Likewise, if you're daily dress includes a tin-foil hat, then you might want to pass. For the rest of us, I'm eager to get a better insight on industry trends.


About the Author:
Andy Beal is an internet marketing consultant and considered one of the world's most respected and interactive search engine marketing experts. Andy has worked with many Fortune 1000 companies such as Motorola, CitiFinancial, Lowes, Alaska Air, DeWALT, NBC and Experian.

You can read his internet marketing blog at Marketing Pilgrim and reach him at

About DatabaseProNews
DatabaseProNews is a collection of articles, news and commentary designed to keep DBA's informed about the latest trends impacting their profession

DatabaseProNews is brought to you by:

-- DatabaseProNews is an iEntry, Inc. publication --
iEntry, Inc. 2549 Richmond Rd. Lexington KY, 40509
© 2008 iEntry, Inc.  All Rights Reserved   Privacy Policy   Legal

archives | advertising info | news headlines | free newsletters | comments/feedback | submit article

Unsubscribe from DatabaseProNews.
To unsubscribe from DatabaseProNews or any other iEntry publication, simply send an email request to:
DatabasePronews News Archives About Us Feedback About Article Archive News Downloads WebProWorld Forums iEntry Advertise Contact