It's incredible that 10 years have passed since Google Analytics came to be. It's something which I look at daily and for some time and so it was interesting to read about which features people used more than others.
I guess there are no huge surprises for me but it is always interesting to see what others are doing and see if I am missing something.
More than two-thirds of Google Analytics users have set up custom reports.
There’s really no excuse not to try these out for yourself, given the amount of templates out in the wild for you to make use of, and the fast insight that Custom Reports can give you.
What else? Event Tracking and Advanced Segments are popular, but the rest of these features are only used by a minority of users.
Content Experiments is a major laggard, though it seems that this might be less to do with the adoption of A/B testing and more linked to the difficulties in implementing Google’s kit.
The way Google Analytics is configured makes it tricky for marketing professionals to set up Content Experiments without the help of the tech team.
By contrast, other testing tools, such as Optimizely, are way easier to configure and continue to gain a lot of traction.
Other Google Analytics features such as Intelligence Events, Data Import and Enhanced Ecommerce are in need of more love, with fewer than one in five users bothering to make use of them.
There is a full article on this at Search Engine Watch
My name is Chris Parker. Based in Kent, we provide digital marketing
services for businesses across Kent and beyond. You can find me on LinkedIn, Twitter and Google +.