Two new options from Google Analytics may go a long way toward demystifying some of the confusing web traffic data.

Writing on the Google Analytics blog, the company announced two new opt-ins that allow users to receive a clearer picture of their traffic.

The industry benchmarking feature allows users to compare their site against other sites in the same vertical.

"We believe this data will provide actionable insights by providing context for users to understand how their site is doing," the Google Analytics team said on its blog.

Given the volume of data at Google's disposal, the benchmark feature could go a long way in addressing complaints of underreporting from services like comScore and Alexa, which typically fail to account for startups and smaller sites. 

To help beef up the benchmark data, Google has also rolled out a feature that allows sites to share their data when they opt-in to the program. However, sites that participate will be able to do so anonymously.

"To be clear, we are not sharing individual data with competitors; we bucket data into industry verticals and then anonymize and aggregate the data," the blog post read.