Introduction to Google Analytics Real-Time
Yesterday, Google announced the launch of Google Analytics Real-Time, which provides users with access to information about what is happening on their website(s) right now. This tool provides owners with information about which of their content or pages are popular and is especially beneficial for data that can immediately affect site metrics, such as with social media (ex: Twitter).
Tour of Real-Time
What does Real-Time look like and how can you use it for your website(s)? For starters, it appears on the dashboard.
Clicking on "Overview" will provide information about how many users are on your site right now, the number of page views per minute/per second, the top referrals to your site, the top active pages, the top keywords, and the top locations.
For instance, based on the screenshot above, we can see that there were currently 8 active users on the Distilled site, with a breakdown about the type of user. In this case, it showed the percentage of new and returning visits.
Here are screenshots of the top active pages and top referrals.
And scrolling down, we can see the top keywords and top locations that generate traffic to the Distilled site.
The different sections, "Locations", "Traffic Sources", and "Content" provide a deeper breakdown of the information that was already presented in the "Overview". For instance, the "Locations" section shows the percentage of the different countries that visited the site. Similarly to features already in Google Analytics, clicking on a specific country, say the United States, will result in additional information provided like the specific state and city.
The "Traffic Sources" section shows what percentage of your traffic is generated by direct, campaign, organic, or referrals. In our case, the campaign traffic is most likely from email.
Google Analytics Real-Time allows you to segment the information based on what is actively occurring on the site now and what happened on the site 30 minutes prior. We would love to see if Google can extend that to ~3 hours prior. This way owners can compare different time intervals and see how their traffic has been affected overtime.
How to Use Real-Time
Similarly to what the Google Analytics blog already stated, the real value of Real-Time is in its social media aspects. For instance, this feature will allow you to see the immediate impact of the traffic that comes from Twitter, which means overtime, you can discern what time you should be tweeting (such as for geo-targeting purposes), how often you should retweet, and what type of content will generate the highest CTRs. It will be interesting to see the type of experiments that will be produced as a result of this new feature.
This new feature is especially powerful for news publication sites (for news and videos) and any industry that needs to see how their site is being impacted immediately. In general, Real-Time will also provide direct competition for any paid analytics products that currently offer real-time features as a selling point.
Other uses for Google Analytics Real-Time include testing out campaigns such as email or paid search to double check and make sure that tagging was properly implemented.
Additional Features to be Added
Eventually, we'd love to see if Google will also include additional features, such as real-time bounce rates, time on site (to see what type of content actually brings in the right audience), and goals (such as purchase funnels).
Overall, we're pretty excited about these new features. We'd love to hear what you think about Google Analytics Real-Time in the comments section below or on Twitter @stephpchang.