Offering webmasters and digital marketers alike a wealth of resource on website traffic, user behaviour and e-commerce data, the platform has grown extensively over the last decade. Where could it lead to in the next 10 years?

It’s well known that there are two version of analytics, the mainstream free version, offering an ever-growing set of data metrics and reports from the day it is implemented, through to the Premium $150k a year licence offering more insight into the individual users themselves.

With any online business if you aren’t tracking exactly how and where your traffic is coming from, it poses the question of the value you are placing on your marketing efforts. Ensuring thorough web analytics is nearly always one of the very first things that we look to implement with our digital marketing campaigns, whether it be SEO or PPC. And assigning dedicated time to work through your data to draw out the most important insights of your site’s traffic is crucial.

It’s probably fair to say that Analytics is constantly changing, and it certainly has since its inception in 2005, with constant Beta versions and lab reports in AdWords’ tracking available in most accounts. Though a recent survey from Brian Clifton, Google’s first Head of Web Analytics in Europe, has found that a massive proportion of Analytics users are barely using half of the intelligence and reporting systems that have been developed and enhanced over the years.

Is it through lack of awareness or knowledge on how to use them, or simply that we become so reliant on the day to day metrics of visits, bounce rate and transactions that we haven’t opened our eyes to the spectrum of attribution models, segmentation and customisation that Analytics can really offer?

It would be great to hear how you use Analytics. What are your most used tools and how do you think the landscape of data tracking will change over the next 10 years?

Written by Emma Puzylo November of 2015