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Google Analytics Adds Events to Flow Visualization

Posted on 4.01.2012

Google enhanced its analytics solution last October by adding Flow Visualization to help users picture the way visitors interact with their websites. Now, the company is upgrading Flow Visualization to better meet the demands of Google Analytics users.

The biggest change to the solution is the addition of Events Flow, which aids event-driven websites in analyzing the impact of their visitors. These are sites that land users on one URL, and on that page are multiple elements with which users can interact.

It can be difficult for many site owners to visualize how their visitors interact with various aspects of their sites. Events Flow displays the order of events in which a visitor has engaged.

This new feature will look and feel like the familiar Visitors Flow option, including displaying the same interactions of clicking, hovering, etc. Site owners will be able to analyze events flows by grouping nodes into Category, Category/Action or Category/Action/Label.

In addition, Google is adding Date Comparison into its Flow Visualization offering, which allows users to compare two date ranges for a whole family of reports, including Visitors Flow, Goal Flow or the new Events Flow, to help provide insights on how visitor engagements change over different periods of time. This allows site owners to see how any changes to pages or goal steps can directly affect visitor behaviors.

Adding date comparisons optimizes workflow by removing the need to perform manual calculations or use two browsers to compare two flow visualizations. It also makes it easy to highlight connections and instantly update comparison numbers for particular traffic, allowing owners to isolate specific traffic to see exactly how it reacts to certain changes on the website.

Ultimately, date comparison options will help owners gain insights on how to optimize site experience and conversions.

Finally, Google is including additional goal types in its Goal Flow offering, specifically letting users see how visitors convert on non-URL goals. Among the new types are the inclusion of time-on-site and engagement in the Goal Flow report.


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