Se acercan tiempos interesantes para Google Analytics

Publicado en Reflexiones el 10 de diciembre de 2012 por .

Son tiempos revueltos para Google Analytics. La plataforma está evolucionando muy rápidamente y creo que incluso a los propios ingenieros de Google les está costando seguir el ritmo. Con la nueva versión de Google Analytics, Universal Analytics, y su Analytics.js dejan atrás todo lo que fue en su momento Urchin. Ya se despidieron hace un año de la antigua interfaz, herencia de Urchin, con la introducción de la versión 5 de Google Analytics, en la que Google aseguraba que podrían añadir nuevas funcionalidades de forma mucho más fácil y rápida, tal y como hemos podido comprobar estos últimos meses, en los que no han parado de ampliar las funcionalidades de GA.

Ahora le ha llegado el turno a la parte interna, la que nadie ve: el sistema de recolección de datos. Urchin, la herramienta que compró Google hace unos años, estaba pensada para trabajar con webs pequeñas y medianas a nivel de volumen y Google Analytics no ha sido capaz de adaptarlo a los grandes volúmenes que tienen webs como Softonic, Airbnb o twitter (por poner 3 ejemplos internacionales) que tienen millones de visitas al mes (o incluso al día!). Estas limitaciones empiezan en el formato del código JavaScript, que dificultan la implementación y limitan mucho su potencia, pero el punto débil es la forma en la almacenan los datos, ya que es allí dónde aparece el problema real de Google Analytics: el sampling.

Auguro un gran futuro para Google Analytics. Será una herramienta mucho mejor de lo que es ahora mismo, con menos sampling (o quien sabe, a lo mejor acaba desapareciendo!) y mucho más rápida y flexible, poniéndose a la altura o incluso superando en algunos aspectos a otras herramientas de pago como Adobe Analytics (de la que creo sinceramente que se han inspirado para hacer el nuevo analytics).

El problema que veo ahora mismo es el tiempo que tendremos que esperar hasta que llegue este nuevo Súper Google Analytics, ya que estaremos un poco perdidos.

Si tenemos en cuenta que ya se puede empezar a probar Analytics.js en beta (podéis ver el código en éste mismo blog), actualmente tenemos 3 formas de implementar Google Analytics (en una web):

  • Google Analytics estándar: Es el código “de toda la vida”, el que tenemos puesto en prácticamente todas nuestras webs y que, desde hace un tiempo tiene incorporado Content Experiments. Cuando creamos una nueva cuenta en Google Analytics, es el código que nos ofrecen.
  • Listas de Remarketing: una gran funcionalidad que han añadido es la posibilidad de utilizar los segmentos de Google Analytics para definir los targets de las campañas de display. Es una funcionalidad brutal pero si la queremos utilizar deberemos cambiar la implementación de Google Analytics, ya que no se puede utilizar con el JavaScript estándar. Por lo tanto, deberemos cambiar el fichero ga.js por el fichero dc.js (Justin Cutroni nos explica al detalle como hacerlo). Además, el problema no sólo está en el cambio de js, sino que al activar ésta funcionalidad dejaremos de tener disponible el Content Experiments.
  • Analytics.js La tercera opción, la más potente, nos permitirá integrar varios dispositivos, tendremos una gestión integral desde el servidor, sin necesidad de hacer cambios en el código, podremos importar datos externos directamente en la herramienta y aumentaremos el límite de las variables personalizadas de 5 a 20, que pasan a llamarse custom dimensions (son muy parecidas a las eVars de Adobe Analytics). A cambio, no tendremos integración de datos de AdSense, de DoubleClick ni de Experimentos de contenido. Como han cambiado absolutamente la forma de medirlo, si usamos esta forma tendremos que crear un nuevo perfil, por lo que perderemos todo el histórico de datos. Además, para usar Analytics.js se tendrá que hacer una revisión completa de la implementación actual para adaptarla a todas las funcionalidades ofrecidas.

Así pues, ya veis que no es tan fácil el proceso de transición y la espera se puede hacer más difícil de lo esperado, obligándonos a escoger entre Content Experiments, Remarketing o integración de datos. Seguramente, una vez Universal Analytics sea el código común para todas las webs, ya no serán necesarios tantos cambios. Son tiempos revueltos para Google Analytics, pero se acercan tiempos muy interesantes y el resultado final será fantástico.

Si queréis probar Universal Analytics, podéis hacer la solicitud en el siguiente formulario.

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Sobre Oriol Farré

Me llamo Oriol Farré, soy Ingeniero Técnico en Informática de Sistemas por la UAB y estoy certificado en Google Analytics, Adobe SiteCatalyst y comScore Digital Analytix.

Me gustan las nuevas tecnologías, la fotografía, la lectura, los juegos de mesa y me apasiona el SEO y la Analítica Web.

Puedes encontrar a Oriol en:

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36 Comentarios en Se acercan tiempos interesantes para Google Analytics

  1. hervella

    Hola Oriol, una pregunta, ¿el cambio al fichero dc.js, no afecta a la recolección normal de los demás datos, sólo al Content Experiments?

    Gracias por tus siempre instructivos posts :)

  2. Oriol Farré

    En principio sólo debería afectar a los content experiments. Lo demás es igual ;)

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