Real time data is now available in most Google Analytics accounts. The new feature shows the number of active visitors on the site, where they are coming from ( Locations ), Traffic Sources, including the keywords they are using and what Content they are viewing. Plus the most popular pages in the last 30 mins. Note this data is only available on your main GA Profile and does not allow the use of segmentation such as Advanced Segments. Watching visitor data change before you has a real wow factor, at least for me, but for some it may look like so many features in todays technology – an elegant solution in search of a problem. However I see three real benefits for charities.

Google Analytics real time Overview Screen (Click for larger image)

1. Improve response to EMails and Tweets. Testing variations in EMails is a great way to increase response rates. If you do a test to say 5% of your list and watch the results you can immediately see what sections, layouts and links get the best ( and worst) response. If you are keen you can continue to test for optimum results. Similarly you can test Tweet variations containing embedded links.

2. Take advantage of hot news events: If an article is getting a lot of visits say as a result of a news report on a crisis then creating a link on the home page immediately will enable the content to be found easily by more people. You can even benefit if a celeb is in the news and they are an ambassador for your charity.

3. Convince content creators: I think that this may be a big side benefit. One of the biggest hurdles at many charities is convincing those who can create great content that doing so is a worthwhile and effective use of their time. While they know that people read web posts seeing it in real time is quite powerful. Perhaps the same as telling a donor that you will do good things with their money and showing an effect in real time – they believe you but seeing makes it more real. I think this R-T feature has the potential to engage and convince contributors. Particularly if you Tweet or Email about their content and they watch how people responded to their efforts. (More details on GA R-T from Jason.)