Events, Conversions and Active Visitors in Google's Real-Time Reports
Google is taking its Real-Time Analytics reports out of beta and into the real (well, virtual) world, introducing two new noteworthy features.
The real-time events and conversion reports will soon be available in App profiles, which will enable Google Analytics users to use event labels and values to measure interactions on their users' devices. For example, a GA user could add an event to a small interaction (like a social sharing button) or a view snippet to a dialog box. Once a goal is created based on either of those interactions, it will show up in real time in the events report.
Google also indicated that they have added Active Visitors metrics to the real-time events and conversions reports. According to Jon Mesh of the Google Analytics team, "Sharing a link or staying on a page for several minutes is great, but it'd be even better to be able to understand what percentage of your users hit a certain event to reach a particular goal in real time."
What Mesh and Google are suggesting is that by looking at active visitor conversions (or events) in real-time, marketers and analysts can better understand their conversion funnel as its happening.