The 3 things that I wish Google Analytics could do

Cant-Do-ThatFor the past 5+ years, Google Analytics has been my go-to web analytics tool. While it isn’t as robust as Omniture or WebTrends, the pricing model (Free!) and easy installation & simple configuration processes have resulted in widespread adoption. According to the technology adoption and trends tool BuiltWith, Google Analytics is used by more than 44% of the top 1 Million website. In comparison, Omniture is used on only 1.35% of the top 1 Million websites.

I’ve been spending significant time with Google Analytics over the past few months and I seem to be running into more limitations each and every day. Here are the 3 things that I would expect to be able to do with Google Analytics (but I can’t):

  1. Advanced segmentation isn’t really advanced. After I wrote my post about about the robustness of advanced segmentation, a colleague asked me to help her with creating a report on user behavior using internal and external visitor segments. Knowing that I’ve set up Views where I’ve excluded traffic using an internal IP address, I began searching for the “Filter by IP” field but could not locate it under any of the available options. Once I realized that this was not possible, I resolved to creating the 6 essential Views that we set up with all client accounts so that she could report on this behavior in the future.
  2. Custom Dashboards aren’t really customizable. I met with another colleague before the Thanksgiving holiday break to discuss the buildout of a custom dashboard. He sought my help with creating one since I had built a custom dashboard for my blog. We attempted to create a basic widget that displayed on a daily basis the total visitors vs. new visitors vs. returning visitors — a graph that a marketer would commonly look at. While the visitor metric could be added to the graph, we couldn’t add the visitor type dimension. To work around this limitation, we added the % new visitor metric. Furthermore, we could only add a single metric!
  3. API’s aren’t really open. I add an annotation every time that I publish a new post on this blog. Since my blog posts get automatically pushed to social media networks when they are published, I began investigating whether I automate the process and cut the manual step of adding these annotations. I looked into the Google Analytics API’s and while Google has multiple API’s — API’s for data collection, account management, and data reporting — none could be used to create annotations on the fly.

Google does have a support forum where new features can be requested so I posted my suggestion for automating annotations. While the features that I want are not currently available in either the standard or enterprise version, I’ve noted that Google has invested significantly in the platform this year. I fully expect the product development team to continue to release more valuable functionality in mid to late 2014.

What features do you think are missing in Google Analytics?