The Intelligence report in Google Analytics is a useful tool for SEO‘s and PPC campaign managers to automate their data gathering, though often its monitoring service is seen as a little limited for more sophisticated search engine marketing activity. Google aims to change that with a recent update which aims to make a big difference in Intelligence’s ability to monitor AdWords campaign performance and the ability for users to create custom alerts.
For search engine marketing, the biggest improvement will be the introduction of new AdWords alerts. Whilst Analytics has long been an important tool in the armoury of any PPC agency, Intelligence’s automated reporting has been less than ideal for many in the industry.
Now though Intelligence will automatically surface important changes in campaign performances for any user whose Analytics account has been linked their AdWords account. “With Adwords alerts in Analytics Intelligence, you benefit from automatic detection of significant changes with no extra work for you to configure these yourself,” says the Google Analytics team on the company’s blog.
The second new feature is the introduction of new options for custom alerts, allowing users to monitor more metrics through Intelligence. “We’ve added a ton more options in the Alert Conditions drop downs, including all of the 20 goals you have configured in each profile….Among the other conditions and metrics now available: e-commerce and AdWords metrics, as well as more traffic sources, and more content page metrics.”
“Intelligence is getting smarter and smarter, making you more effective,” says the Google Analytics team. Whilst the new improvements will probably make little difference to those experienced and established in search engine optimisation, they will certainly make it easier and more straightforward to monitor campaign activity without 3rd party software.
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