Old Google Analytics interface retires – so what does the new version offer?
On the 18th of July 2012, the old version of Google Analytics officially retired and will no longer be available, forcing anyone who was not previously using the new version to adapt. Google had been supporting both the old and new versions of Google Analytics for just over a year, but have decided that it is now time for all analysis to be conducted in the new version.
We have found the new Google Analytics interface to offer a greater user experience, with its streamlined UI allowing easier access to all the information we need to find alongside its expanded reporting capabilities.
The new social and mobile reports offer a great way to help gauge the impact that these platforms are having on business, as well as providing intelligence to help plan strategy in these areas.
Another great feature is the new visitor flow visualisations, not available in the old version of Google Analytics. This can be used to see exactly how visitors navigate around your website and can be broken down further into demographic and traffic source information - which of course, is useful for refining targeted data and user experience strategy.
The inclusion of the new content experiments feature is another interesting addition. This move is an integration of Google Website Optimizer into the Analytics package, resulting in the original version of Google Website Optimizer being discontinued in August. This tool allows users to easily set up A/B testing on their website, with improved analysis, to track what content changes positively affect the user experience.