Google, Adobe Update Analytics Offerings

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Google and Adobe, in separate announcements, said they're offering new features in their analytics tools.

Google, during SES New York, said Google Analytics will include new social reporting tools.

Google said its tools are designed to:

• Identify the value of traffic coming from social sites and measure how they lead to conversions or assist in future conversions.

• Understand social activities happening on and off of a website to help a business optimize user engagement and increase social key performance indicators.

 Meanwhile, Adobe's announcement coincides with its annual conference for customers of its digital marketing suite, which encompasses the Omniture analytics tools.

In a statement, Adobe said it's adding cross-visit capabilities to Adobe Discover; the new tool is designed to help digital marketers see what a visitor is doing across various Web properties instead of a single online session.

Consumers interact with their favorite websites in "unconnected" visits, said Matt Langie, director of product marketing, Digital Marketing Business, Adobe. "They do a search and hit your home page, read reviews, leave, get an email offer, price compare, come back and finally convert," he said. As a result, an analysis of one visitor's experience over time yields different insights compared to looking at each visit as a distinct, separate experience. Adobe Discover, he said, is designed to provides analytics that mirror an actual consumer experience.

Andrew Wathen, web analyst, Vodafone, said the tool helps his team understand how people are consuming content from the company's websites - and for how long - before they purchase a phone, download a piece of content, or sign up for a new service. "We are using these new insights to inform design decisions and invest in the digital marketing initiatives that are having the greatest impact," he said in a prepared statement.

Miranda Miller of Search Engine Watch contributed to this report.