After five months of getting used to the new analytics interface, Google figured it was time to shake things up again. The following three changes are on the horizon:

Site Search - Expanding upon current Site Search capabilities, we will now be able to get data on keywords, categories, and products across time and user segments.

Event Tracking – With this addition, you will now be able to tag and track Flash and Ajax events. I can tell you from experience how difficult it is to really track traffic from Flash sites.

Tagless Outbound Link Tacking – This feature will allow for users to track their exit links (links that visitors clicked on that take them to another website).

Although these features will start in beta, many in the industry see this as a pioneer move for Google to set themselves apart from their competitors, making their’s the metric tool of choice. This just goes to show how vital it is to incorporate Analytics into your Search Engine Marketing (SEM) Campaigns. With the data this program can provide, there is no end to the value it can bring with your SEM efforts!

You know you have a quality website. You have a great Google AdWords campaign running. You sell great products or services at competitive prices. You even offer Free Shipping, or 20% off! So why is it that you can’t ultimately get enough potential customers to buy your products, or use your services?

With Google Analytics, you can determine exactly what is happening in the purchasing or checkout process, and see the exact page(s) where your potential customers are leaving your website. You can then begin to figure out what you need to change on your website. For example, let’s say you have a very large order form that spans multiple pages. Or, let’s say you only take one or two different credit cards. You will be able to see when your potential customers are leaving your website, and determine the reasons.

Google Analytics doesn’t stop there. Not only does it easily integrate with your current Google AdWords account, you can view over 100 different reports. Want to see which country most of your customers are coming from? Which keywords are being clicked on the most? What time of day you’re receiving the most traffic? Not a problem at all.

The days of taking blind stabs in the dark are officially over. With Google Analytics, you can make accurate determinations as to what you need to do to ultimately increase your revenue and the success of your online advertising efforts.