webIf you use Google Analytics – and you should be – you may have noticed a new feature has appeared in the Audience menu: User Explorer.

Google has announced it is slowly rolling out the new metric, and the companies promotions team has been lauding the feature, describing it as “exciting” “stunning” and “long-awaited”.

The search engine giant is clearly very proud of its new addition. And so it should be. The insights User Explorer can offer online businesses are ground breaking.

Google’s release notes describe User Explorer reporting as “utilizing existing anonymous Google Analytics data to deliver incremental insights that marketers need to improve and optimise their sites and apps.”

In other words, user explorer tells you who you customers are, how they are behaving on your site, which browser they are using and the device they are using.

What metric does User Explorer offer?

The data provided by User Explorer in Google Analytics gives marketers deeper insight into their customers and how visitors are behaving when they arrive at your site and has been available to Google Analytics account holders since March 2016.  It should be noted User Explorer looks at only the top 10,000 users for the metric you are trying to review.

One of the main points to note with Google Analytics User Explorer is to ensure you are compliant with GDPR (General Data Protection Regulation) legislation regarding user privacy, particularly when it comes to any data which might be able to identify the individual.

User Explorer metrics are:

  • Individual Client ID’s collected from browsers and device
  • How often they visit your site
  • The duration they spend on your site for each visit
  • Overall average duration
  • Bounce rate
  • How much they spend
  • Transaction and goal conversion rate

The User Explorer feature could prove to be one of the most important tools for analysing site data but it is crucial that you ensure you respect the privacy of your visitors when tracking their behaviour.  This feature has the power to be able to help brands to significantly tailor their website offerings to the individual needs of the visitor and personalise the experience.

Google Analytics is an essential tool for marketers to have in their digital kit-box. And considering it is a free resource is arguably the most valuable piece of software anywhere on the web.

Make sure to utilise User Explorer’s powers as it could help you dramatically improve your site metrics, marketing strategies and customer loyalty programs.