Enterprise grade tools added to Google Analytics

The tool, dubbed Google Analytics, allows operators of websites to keep detailed statistical information on who is visiting their sites, as well as what time, and which pages they are viewing.

The Internet giant spruced up the offering with more advanced features including the ability to make custom reports, and giving users programmatic access to Google Analytics data, so that Web traffic data can be used in conjunction with other applications or data sources.

Jeff Campbell, co-founder and VP of product development for search marketing agency Resolution Media, said that Google Analytics manages to meet enterprise requirements while still being easy to use.

"Several times, I've heard (and made) references similar to 'Google Analytics gets you 80% of what you need to analyze your website data [and] for the remaining 20% of deep analysis, you need to pay the big bucks for an enterprise level solution.' I think those days are over."

New tools include Advanced Segmentation, Custom Reports, a data export application programming interface, integrated reporting for AdSense publishers, multi-dimensional data visualizations called "Motion Charts," and interface improvements.

Advanced Segmentation provides a way to analyze subsets of online traffic data. These subsets can be predefined, like "Paid Traffic," or defined by custom criteria.

Custom Reporting allows Google Analytics users to build reports only data that they need, and then display that in a way that works for them. Motion Charts provide a way to visualize Web traffic data over time using motion, colors, and positional representation.

The Mountain View, Calif.-based company is also integrating Google Analytics with AdSense, its advertising network for Web publishers.

"By integrating your AdSense account with a new or existing Analytics account, you'll have access to in-depth reports about user activity on your site," explains Vineesha Malkani, part of Google's AdSense publisher support group, in a blog post.

"In addition to the wealth of metrics already available in Analytics such as unique visitors and visitor language, you'll now have access to granular reports that break down AdSense performance both by page and by referring site."

Google has posted several videos on YouTube that explain the function of these new features.