webIf you use Google Analytics – and you should be – you may have noticed a new feature has appeared in the Audience menu: User Explorer.

The Big G has announced it is slowly rolling out the new metric, and the companies promotions team has been lauding the feature, describing it as “exciting” “stunning” and “long-awaited”.

The search engine giant is clearly very proud of its new addition. And so it should be. The insights User Explorer can offer online businesses are ground breaking.

Google’s release notes describe User Explorer reporting as “utilizing existing anonymous Google Analytics data to deliver incremental insights that marketers need to improve and optimise their sites and apps.”

In other words, user explorer tells you who you customers are, how they are behaving on your site, which browser they are using and the device they are using.

What metric does User Explorer offer?

The data provided by User Explorer in Google Analytics gives marketers deeper insight into their customers and how visitors are behaving when they arrive at your site.

User Explorer metrics are:

  • Individual Client ID’s collected from browsers and device
  • How often they visit your site
  • The duration they spend on your site for each visit
  • Overall average duration
  • Bounce rate
  • How much they spend
  • Transaction and goal conversion rate

For the time being User Explorer is in Beta testing, but is likely to be rolled out worldwide in the coming months, perhaps as early as the summer. The metric could prove to be one of the most important tools for analysing site data.

Google Analytics is an essential tool for marketers to have in their digital kit-box. And considering it is a free resource is arguably the most valuable piece of software anywhere on the web.

Look out for User Explorer going live and make sure to utilise its powers as it could help you dramatically improve your site metrics, marketing strategies and customer loyalty programs.