Google Changes Menu Options, Adds New Reports In Google Analytics

google-analytics-icon-250pxNext time you check Google Analytics, you may see a new navigation menu and have a hard time finding some of your favorite reports.

There’s been no announcement that we’re aware of, but the main menu that several members of our editorial team are seeing in their Google Analytics accounts are quite different. Under the “Standard Reports” heading, we’re seeing these primary sections today:

  • Real-Time
  • Audience
  • Acquisition
  • Behavior
  • Conversions

I bolded the new options, which previously said “Traffic Sources” and “Content.”

Added: As a couple commenters have pointed out, Google previewed the new Acquisitions report in a blog post last week. The company has also published a new blog post today about the new reports.

It’s not just a renaming of those sections, either. Several reports have been moved, and a couple new reports have been added.

For example, the options under “Traffic Sources” used to be Overview, Sources, Search Engine Optimization, Social, Cost Analysis and Advertising. Now, under the new “Acquisition” section, the reports are

  • Overview
  • Channels
  • All Traffic
  • Campaigns
  • Keywords
  • Cost Analysis
  • AdWords
  • Social
  • Search Engine Optimization

Options under the new “Behavior” section are Overview, Behavior Flow, Site Content, Site Speed, Site Search, Events, AdSense, Experiment and In-Page Analytics.

Two New Reports

The first two bullet items above — Overview and Channels under the Acquisitions heading — are new. The Acquisitions Overview offers a snapshot comparing the behavior of traffic coming from different sources (first screenshot below), while the Channels report is what it sounds like: a detailed data set comparing the different channels that drive traffic (second screenshot below).



The Channels report is similar to the old “Sources” report, but seems to offer more data than I recall seeing under “Sources.”

As I type this, there’s no formal announcement of these changes, so I’m not sure how many Google Analytics users should be able to see the new menu options and reports. Perhaps a blog post detailing these changes (and any others I’m not aware of yet) will be coming soon from the Google Analytics blog.

New Google Analytics Home Page

I should also mention — and you’ve probably already seen — that Google Analytics has a new home page for non-logged-in users. This is what it’s looked like for at least a week or two:


The previous home page was very spartan and primarily existed to make logging in easy. The new page is much heavier on giving a Google Analytics sales pitch, as you can see above.

Related Topics: Analytics | Channel: Analytics | Google: Analytics | Top News


About The Author: is Editor-In-Chief of Marketing Land. His news career includes time spent in TV, radio, and print journalism. His web career continues to include a small number of SEO and social media consulting clients, as well as regular speaking engagements at marketing events around the U.S. He recently launched a site dedicated to Google Glass called Glass Almanac and also blogs at Small Business Search Marketing. Matt can be found on Twitter at @MattMcGee and/or on Google Plus. You can read Matt's disclosures on his personal blog.

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  • Toby Mason

    Since this update I am interested to know whether other GA users can see referral data from before July 2013 – we are getting a message across all our accounts “Channel data is not available prior to July 25, 2013. Select an alternative dimension”

  • Andy Batten

    These were announced last week at Google Summit: http:// analytics.blogspot. com/2013/10/the-rundown-new-products-and-features.html

  • Tyson Kirksey

    Matt, it was announced during the Livestream of the Google Partner Summit last week, and also on the blog here: http:// analytics. blogspot. com/2013/10/the-rundown-new-products-and-features .html

  • David Thompson

    I saw this change this morning myself, and at first was a bit grumpy about it, not fond of having to click back into the channels menu to select individual channels (the individual traffic sources used to be listed as sub-menu items in the side menu, now just appear as items in the channels report.) However, it does look like on the whole there is more info in the new layout, and it feels like it’s arranged in a way that makes comparing the performance of the different sources more straigtforward. I think in time I’ll see it as an overall improvement (once I get more comfortable with the change.)

  • David Thompson

    Ouch! same message here. I can see traffic totals, but the individual channels are not listing traffic prior to this date.

  • Nick Stamoulis

    I was in Google Analytics yesterday around 4 and everything looked normal. Logged out and came back about 1/2 hour later and I thought I had lost my mind! As far as I can tell all the information is still there but it has been reorganized and repackaged. It’ll take a while to learn but hopefully it won’t be too complicated to find the data I’m used to seeing.

  • Matt McGee

    Thx Andy.

  • Matt McGee

    Thx Tyson.

  • Randal

    The biggest issue I have with the change is the ease of looking at channel reporting YoY. Currently, the new channel report only gives data back until July. To look at a summation of all referral traffic (for example) year over year, you either have to filter for “medium” in the all traffic section, or you have to customize a report. It’s not a huge deal, but annoying when you are trying to pump out reporting.

  • lavelle72

    Yep, same here

  • Austin Larson

    This is really annoying especially when you need to pull out reports that usually takes 5 minutes, I spent an hour to check the new stuff and I can’t say that I am impressed, too many icons…

  • GideonSEO

    I’m also getting that message

  • Tom Estlack

    yup – thought I was losing my mind again…

  • Santosh Rajan

    Hey Matt

    Awesome update. I will definitely explore the new feature/change in GA as and when they roll them out.

    Looking forward to reading more from you.

  • Mirela-Maria Iepure

    Google became such a bad boy.. Not cool at all. :(

  • Myriam Bruneau

    I liked to see a percentage of where my traffic comes from. Boo for taking that out!

  • Anoop Sudhakaran

    The interface change gave me a hard time finding the traffic reports. Thanks for the article, Helped a lot!

  • Romita Negi

    Analytics’ replacements for “Traffic Sources” and “Content” though have
    improved the quality of Tracking, but getting used to these frequent changes
    in Analytics environment will take time to analyse & think for new

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