Google has announced that several new features will be added to its Google Analytics service over the coming weeks.Speaking at the eMetrics Summit in Washington, senior manager of Google Analytics Brett Crosby ran through the changes being made.
Firstly, users of the service will now be able to track search site activity in order to find out what people search for on their sites and where these searches lead.
Site Search reports, which are located in the Content sections of the reporting interface, indicate the keywords and search refinement keywords people use, as well as the pages from which they initiate and terminate their searches.
Commenting on the additions, Mr Crosby said: "We see that as a goldmine of data. Every one of those searches is basically a vote by your visitors telling you what they are looking for on your website," Computerworld reports.
The new features will also enable users to see how search on their sites affects site e-commerce activity, conversion rates and site usage.
Additionally, the search engine is set to launch a limited beta test of a new Google Analytics Event Tracking capability, designed to help firms measure more accurately how visitors to their sites are using interactive elements such as Flash movies, Ajax and page gadgets.
Google is also initiating a limited beta test of its new Outbound Link Tracking feature, which provides Google Analytics users with reports on outbound links that direct visitors away from their site.
Google Analytics is designed to assist firms in discovering how visitors interact with their sites and which online marketing initiatives are cost-effective.
