New Google analytic features make it easer to track conversions and make better decisions about which marketing activities have the highest ROI.

When it comes to e-commerce, you’re only as good as your data. For aviation marketers that rely on online sales, Google has rolled out new tracking features that help identify outbound and inbound marketing tactics that are pulling their weight.

10 Google analytic features that aviation marketers should be familiar with:

1. Dashboards – you can now create up to 20 personalized dashboards, developing widgets and formats that make the most sense for your requirement.

Four useful dashboard widgets:

• Visits with timeline
• Goal completions and/or transactions with timeline
• Source/Medium – table showing where site visitors are coming from
• Bounce rates – percentage of one page views and exit

2. Keyword Clouds – No more viewing a long list of keywords trying to identify or spot trends.  Keyword Clouds make it easy to visualize top keywords based on user selected criteria.

3. Real-Time Data – view activity on the site as it happens.

4. Site Speed – gives you a report on average page load time. Goggle has indicated that site speed could be an important factor in organic search rankings.

5. Search Simplified Navigation – makes it easier to navigate to the proper report. Google has also created an account search that lets users access the correct profile without having to scroll through numerous profiles to locate the right one.

6. Webmaster Tools – users can get a better perspective on which Google properties – web, image, local – drove the site traffic.

7. Social Engagement – tracks how visitors are socially engaged with your site, itemizing which social sources drove page visits and the actions that occurred.

8. Visitor Flow Visualization – can be used to visualize the “flow” of visitors through the site, from the source, through the various pages, and where along their paths they exited.

9. Event Tracking – feature that tracks user activity on your pages separately from page views. For example, if you have a PDF on your page and you want to know how many times a user clicks on it, you can tag the PDF and activity for that PDF appear in the event tracking section.

10. Multi-Channel Funnels – allows you to view user activity further back than the final channel. Now you can see every interaction the user had with the site  — paid search ad, organic search listing, twitter link, email link — in the last 30 days prior to the conversion.