ivantage Supports New Google Analytics Functionality With Enhanced Services

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Following Google's announcement at the eMetrics Summit Washington of new functionality for Google Analytics, UK GAAC ivantage releases enhanced installation, configuration and support services.

ivantage Limited (http://www.ivantage.co.uk) today announced enhancements to its Analytics Accelerator and Analytics Insight services - to include configuration of the new facilities to be found in Google Analytics as announced by Google at the eMetrics Washington Summit on 16 October.

ivantage is one of an elite group of Google Analytics Authorized Consultants (GAACs) in the UK and has the authorization to supply badged services for Google Analytics - Analytics Accelerator and Analytics Insight. Google Analytics is a powerful, hosted web analytics package that provides insightful, actionable information about how visitors find, use and interact with web sites and web applications.

Analytics Accelerator for Google Analytics is the brand name for ivantage's advisory, configuration and support service for the implementation of Google Analytics. It enables web site owners to quickly install, configure and benefit from the best of modern web analytics without having to spend time on training and familiarisation.

Analytics Insight for Google Analytics is the brand name for ivantage's extended annual advisory, configuration and support service for the day to day use of Google Analytics. Its use allows web site marketing teams to receive a fully packaged web analytics service - complete with interpretation, insight and advice - without having to recruit web analytics specialists into their site support team.

Both services now include consultation, advice, set-up and configuration for "Site Search", one of the newly announced modules in Google Analytics. This module connects with a site's local search facility so as to retrieve essential information about the way in which visitors interact with it.

Matt Trimmer, ivantage's Managing Director, commented, "In the same way as searching for websites has become second nature to Web users, so they then go on to use search within sites rather than follow conventional link navigation. The knowledge about which keywords visitors are using and their behaviour when they see the Results Page is critical and using it to improve visitors' experience can make big improvements to sales."

Both services also include similar support for "Event Tracking", another new module in Google Analytics, currently released into limited beta testing, which addresses issues such as the move away from "page centricity", as discussed by experts like Avinash Kaushik (http://www.kaushik.net/avinash/2006/09/five-ecosystem-challenges-for-web-analytics-vendors.html). The concept that the "page is dead" highlights the fact that the measurement of page views is becoming less relevant for web sites like blogs and those with Flash content, AJAX applications and rich media including video. In these cases, event tracking functionality is essential to properly record and analyse visitor behaviour.

Matt Trimmer added, "Once again, Google has side-stepped the critics by demonstrating that "free" does not imply "inferior". It has done this by developing leading-edge features - features that enable owners of websites employing advanced technologies to understand how they enhance their visitors' experience - for a product that is available free of charge."

About ivantage
ivantage is an Internet marketing agency specialising in Search Marketing, particularly the disciplines - Natural Search (SEO) , Paid Search (PPC, PfP) and web analytics - which promote and build clients' online revenue and profitability. The Company provides packaged services, consultancy and training.

ivantage's particular strength is to get clients' websites performing well in search engine rankings - so as to drive visitor traffic - then maximise the conversion of visitors into customers.

ivantage is a Google Analytics Authorized Consultant (GAAC) and a Google Adwords Qualified Company.


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Matt Trimmer
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