Google Analytics Boosts Benchmarking with 20 New Metrics
Google Analytics is enhancing its Benchmarking feature, offering businesses a more comprehensive view of their performance compared to industry peers. The update includes 20 new unnormalized metrics and absolute numbers, providing a more realistic apples-to-apples comparison.
Previously, benchmarking was limited to normalized data like percentages and ratios. Now, businesses can see their raw performance in metrics such as New Users and Total Revenue, helping them identify strengths and weaknesses more accurately.
The new unnormalized metrics are available to Google Analytics 360 customers. These benchmarks are calculated using a peer group's normalized metric and your property's active user count. Peer groups are determined by industry categories based on setup data and property signals. Data is encrypted, aggregated, refreshed every 24 hours, and only shared when enough peers qualify.
With these improvements, businesses can gain a clearer understanding of their performance compared to competitors. By seeing absolute numbers and a wider range of metrics, they can take targeted actions to improve their strategies. The new benchmarks are offered in percentiles, showing performance ranges and helping businesses set realistic goals.
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