Benchmark Reports Return to Your Analytics Dashboard

It’s every digital marketer’s most burning question: I know my digital properties are performing compared to last year, but how am I doing compared to the rest of my industry?

We came back from our Labor Day vacation to find an early fall surprise in our Google Analytics accounts — hello, benchmark reports!

New Google Analytics Benchmark Reports

Users can now compare websites of similar size by industry vertical. Vertical stats are determined by other websites that have opted into this feature. Basically, if you want to see the data of your own industry, you are opting in to share that data (anonymously) with the rest of your industry as well. It’s give-a-little, take-a-benchmark.

Advanced Reporting and Comparison

Benchmarking reports are available for the following dimensions:

  • Channel
  • Location
  • Device

We can now explore accurately how paid traffic performs compared to other businesses in similar verticals, or how traffic to a mobile-optimized website performs across devices throughout your industry. You can find your benchmark reports in the Audience section of GA, underneath “Custom” and before “Users Flow.” (Just a note — we believe Google is rolling this feature out slowly, so all accounts may not have access yet.)

But Wait, DIDN’t Google Analytics Already HaVE Benchmarking?

Benchmarking used to be a popular feature of Google Analytics, but it was quietly retired sometime in 2011 by the Google powers that be. At the time, we found the old reports helpful but not incredibly in-depth. Now the benchmark reports have returned with, hopefully, more accurate and more detailed data.

We’re excited about the new opportunity to compare site performance industry averages. Along with new social analytics tools making their debut for businesses (Pinterest analytics and Instagram partner data), the rest of 2014 can only get brighter for accurate measurement of cross-channel and cross-vertical digital data!

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