Google’s analytics service has become a key tool in search engine marketing. The most popularly used website statistics service, it provides a vital way of measuring the affects of search engine optimisation.
The service has become so prestigious in the field of web analytics that Google actually offers both a learning course in Google Analytics and even supplies qualifications to those who score highly on their online ‘IQ test’. For an SEO company this qualification is highly valued, as it is for many other organisations who make use of web analytics to provide hard data for their marketing or web-development methods.
In a recent post though, Google has said that the increasing importance of web analytics to “all kinds of organisations” has led them to “raise the bar on what it means to be Google analytics qualified and increase the minimum passing score from 75% to 80%”.
For search engine marketing, Google Analytics is extremely useful; it can track traffic to websites from search engines, display advertising, PPC networks, email marketing and even links embedded in PDF documents. The service can also be integrated with AdWords, allowing users to review their PPC campaigns by tracking landing page quality and conversions.
Luckily for those who have already got their Google Analytics qualification, the increase in standards is not retroactive. If you previously scored between 75 and 80% then you will not need to take the new test until your qualification expires. Analytics qualifications must be renewed every 18 months to stay certified.
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