Recently, Google has completely overhauled its analytics systems – with a variety of opinions being expressed on the new changes. While some people are absolutely livid at some of the tweaks, there are a few arguably positive features and additions that have been included. Many want a return to the previous iteration of the platform, but that seems very unlikely to happen.

Instead of focusing on the past and/or negatives that may now exist, brands and businesses should strive to find out how best to utilize the newest features to their advantage. Fortunately, we have found a few examples that can be quite productive and useful for everyone.

As such, let’s examine these new Google Analytics features that may help step up your analytics game.

The Power of Prediction

While previous versions of Google Analytics did use various forms of machine learning to help inform decision making, the latest edition significantly sends this dynamics into overdrive. By pinging users on a variety of data-points, the latest version is able to help brands determine where and how various niches and audiences may shift without the need for any additional input.

Until recently, being able to take advantage of predictive analytics was something only available to premium analytics users willing to pay substantial sums. By adding this feature to Google Analytics, anybody can now access a similar suite of utilities and understand how past, present and future trends may impact their bottom lines.

Better Event Tracking

In the past, Google Analytics was only as useful as what the developers could contribute to it. Being able to monitor specific actions or events was limited by how well-versed the developer of each account was at implementing such changes and monitoring. However, the latest version allows webmasters to automatically monitor a wide variety of events without any need for additional input.

Google Analytics’ latest edition now offers the ability to track three hundred different events through its console – and many of these events are being tracked automatically by the software as we speak. This means you’ll be able to monitor anything from first-time visitors and clicks on a specific page to how many people scroll down on a given page.

Alerts for Inconsistencies

Sometimes, things don’t go as expected. This could be fewer clicks from people than you expected or more content pinging users through referrals than was anticipated. Regardless of what may be the case here, being able to observe dramatic alterations in expected performance is a valuable ally to have. With Google Analytics, you can now be alerted by any major shifts in these areas and more: what the software now refers to as “anomalies”.

These anomalies can be used to track both organic and paid variances in performance, helping you to quickly be made aware of where something may have went wrong or over-performed expectations. With this information, adjusting campaigns and strategies more quickly is a reality for brands and businesses.

While some people have valid complaints about Google Analytics changing its operations, there are benefits to be considered. Whether it be detecting anomalies, tracking hundreds of events more closely or using predictive insights in every facet of monitoring, these tools are now valuable, free allies for any and all brands.