There’s no turning back now. A little over a year after introducing the new version of Google Analytics, the company is removing links that allowed users to revert back to the previous version.

The new GA, which is built on an entirely new platform, includes the user interface changes first announced last May. In addition, it features a number of new reports unveiled since, including:

• Real-time stats
• Multi-channel funnels
• Load-time measurements
• Social reports (including on backlinkURLs)
• Mobile reports
• Flow map visualizations and
• Content experiments

The additions to Google Analytics have been generally positively received by the web marketing community.

Related Topics: Channel: Analytics | Google: Analytics

About The Author: Pamela Parker is executive features editor of Marketing Land and a contributing editor for Search Engine Land. She’s a well-respected authority on digital marketing, having reported and written on the subject since 1998, including a stint as managing editor of ClickZ. She’s also worked to help monetize independent publishers’ sites at Federated Media Publishing. She blogs about media and marketing at The River and about cooking, gardening and parenthood at Free Range. See more articles by Pamela Parker

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