Benchmarking, for those that were in the know, was once a fantastic feature of Google Analytics.
Discontinued in 2011, and then followed by the removal of Adplanner the following year, meant it became a lot harder to contextualise the great work marketers were doing and get valuable market information.
Alternatives for benchmarking have always been available, based on toolbar tracking or proprietary stats vendors for example, but those that used Google Analytics benchmarking reports loved the feature for its simplicity, the fact that it was perceived to be well informed, and of course it was free.
Well, as announced on the Google Analytics blog today, this ever popular feature has been revived.
For those that opt in to anonymously share their data, version one of the new implementation is being rolled out to all Google Analytics Universal users, with promises of much more to come in the future.