Google Analytics updates visitor tracking

By Matthew Kinlin

Google has updated the way it tracks its sessions per visitor in Google Analytics.

Previously, a session would end when a user closed their browser. However now a session will complete based on clicks. So a user can click through and then return to Google and click on another site, and Google will recognise these as two different sessions, without the browser being closed.

Google Analytics has now changed their model so a session will end when any traffic source value for the user changes. Traffic source information includes: utm_source, utm_medium, utm_term, utm_content, utm_id, utm_campaign, and gclid.

This will benefit Google Analytics as it allows for more accurate sourcing. Previously Google would only recognised Ad Words and if a user returned to the site and click on something different, then the first Ad Words would only be recognised.

Now Google Analytics can base sessions on clicks. This means more accurate attribution information and should reflect more accurately how visitors engage with the website.

Google Add-On Blocks Web Analytics

Google has launched a new version of its search facility with an add-on allowing users to opt out of having their Web usage tracked. This has sparked some concern for internet marketers who rely on web analytics for their industry.

Google reported in their official blog that the encrypted version of its web browser; Google SSL, will effectively inhibit third parties from intercepting a user’s web usage information. For web masters, this will mean less information about how a user came to visit a particular website. If a user is using Google SSL, it is unlikely their keyword data will be stored in web analytics.

As a result this could have serious implications for search engine optimisation as information about how users reach a site, and which key terms they used, is unavailable.

Google SLL does not offer complete anonymous browsing however, Google will still collect search data in order to improve its search service.