New Google Analytics graphing tools

Google Analytics added a few nifty new features in beta recently, which includes the ability to map out multiple metrics in one graph at once. All Google Analytics users should have this functionality enabled already (the new features were introduced on December 13, 2007) so here’s a little appetizer to get you going.

New Google Analytics graphing tools

The new graphing tools enable you to view multiple metrics in one graph and see how they correlate. This enables you to see, for example, how your pay-per-click traffic compares to organic search engine traffic, but also how one conversion goal compares to another in a set date range.

 This screenshot doesn’t give the full picture, however. Depending on whether you have set your goals, whether your site is eCommerce enabled and whether your Google Analytics account is linked up to your account in Google AdWords, you will have the option to correlate additional metrics. These metrics include Revenue, Transactions, Average Value (eCommerce) as well as Impressions, Clicks, Cost and more regular metrics from AdWords.

How to use the new graph tools to compare different metrics or date ranges

The new graph tools are available for most reports and are easy to access. In the top right corner of the default report graph, click the drop-down menu arrow which will reveal the Graph Mode options. Three options are available:

• One Metric shows you the basic graphs for one particular data point, as was before the introduction of the new graph tools
• Compare Two Metrics allows you to add a second graph (in orange) which shows simultaneously with the default blue graph.
• Compare to Site enables you to compare a metric for a particular segment of your traffic (e.g. Search Engine traffic) to the site total/average.

Once you select your preferred option using the radio buttons, the graph is automatically updated.

Why use the new graph tool?

Being able to set out two metrics against each other, or viewing visitor segments in relation to the site total, is a powerful tool that will help you uncover trends in your traffic which could be harder to spot by viewing all metrics in graph form individually.

Two metrics that could be interesting to graph against each other are Visits and Goal X conversion rate. You’ve established that traffic increased by 10% – good job – but  did that increase in traffic boost your Goal conversion rate with 10% as well? If the increase is less than 10%, your new visitors are likely to be of little value to you. If the increase is higher than 10% you may have hit a goldmine. Better check where that traffic came from and try to get more!

Mapping segmented traffic out in relation to the site total/average could mean spotting a trend you might want to reverse. Considering most sites have many different sources of traffic, subtle changes in visitors volume to your site may reveal much more when you map out your main traffic sources in relation to the site total. You might have invested in new advertising campaigns but over time traffic remained more or less stable. Graphing Search Engine traffic using the Compare to Site graph tool may reveal that you’ve lost traffic in this area whilst gaining traffic from your advertising campaigns.

Powerful knowledge and just a few clicks away. Thanks Google! =D