We have been testing out a lot of new elements with HTML5 and having a lot of fun with it. Something's that interest me about HTML5 is how it will change web analytics. The following are some thoughts about HTML5 and Web Analytics.
- Video player: HTML5 significantly decreases the complexity in embedding video into websites. This will likely lead to more videos on websites, increasing the need to track how visitors interact with videos. Tracking actions such as clicks on links within videos, clicks on video controls such as play, stop, skip, rewind, etc, and tracking time spent viewing a video are going to become more common. Today none of the major web analytics companies have great tags for tracking videos (i.e. flash videos). Tagging videos is currently difficult and highly error prone. I'm hoping the video tracking tags are going to improve significantly as HTML5 goes mainstream. One great step is certain, no more Flash means a lot easier video tracking!
- Geo-Location: Today analytics reports on location and with a little coding you can find where you GPS enabled mobile users are. New functions such as getCurrentPosition and watchPosition are going to allow the page tags to report position and motion back to the servers.
- Form Elements: The new form elements actually don't change web analytics much. Automated form validation may reduce the amount of information we have about how our visitors interact with form elements.
I think the most critical piece of the HTML5 - Web Analytics evolution is that people will be interacting with web sites and web applications in a more dynamic nature. New web analytics tags that utilize the advanced features of HTML5 will give us deeper insights into how visitors want to interact with web sites. This knowledge should allow site owners to achieve a much high level of usability with all web functions.