Category: web-analytics
  • Using PhantomJS to monitor Google Analytics

    A simple change to the way Google Analytics is installed is (unfortunately) a common way to render your analytics data worthless. To make matters worse, if you aren’t aware of the setup change, you might falsely attribute any differences in reported traffic to something else, rather than the Google Analytics change.

    In an ideal world we would have a ‘set it and forget it’ warning system that will alert you any time the analytics code is changed on a page. I’m going to walk you through some code that can be used to extract what Google Analytics resources are being used. Read more

  • Quick Fix for Referral Spam in Google Analytics

    There's been a lot of talk recently about referral spam and how it's ruining everyone's analytics data. While this isn't cause for panic, it is very annoying, and depending on the size of your site it could be having a very meaningful effect on your data. In this post I'll outline two filters which in most cases should exclude the vast majority of referral spam and require zero maintenance. Read more

  • The Consultant’s Checklist for Launching Content

    You’ve launched a brilliant new piece of content everyone is excited about. But a few minutes after it’s sent out into the big wide world, you realise you’ve forgotten to do something. Panic sets in, the phone starts ringing… I’m guessing many of us have experienced this scenario. In a way, it’s... Read more

  • Redefining “Impressions”

    Over the past few years, I’ve seen a lot of reports and case studies from advertising and creative agencies, where number of impressions i.e. the amount of people who have been exposed to a creative, is used alongside site visits and views to measure the success of any given campaign. Read more

  • Capture Content Metadata with GTM, Without Touching the Back End

    Tracking content performance frequently involves spreadsheets with countless Vlookups matching content URLs to metadata. Or tricky URL parsing functions that extrapolate information, like category or date. If you use Google Tag Manager (GTM) on your site, it doesn’t have to be this way. With a few... Read more

  • Quick Tips to Format Data to Make your Data Sets Flexible

    If you want to analyze or manipulate data, you have to save it in a format that you can easily retrieve. So I want to go over a few best practices for saving data so that it can effectively be used in the future. Don’t include multiple pieces of data in the same cell. There are many reasons you... Read more

  • Omniture for Beginners: 2015 Update

    Back in December 2013, I wrote a tutorial post showing how to find basic analytics data in Omniture, and explaining differences in terminology between Omniture and Google Analytics.

    Both platforms have seen some changes since then, so this refresh restores the guide to its original usefulness.
    Read more

  • Wise Up on Penalties and Updates with the Latest DistilledU Module

    More than a year after the previous Penguin update (2.1), last month Google launched Penguin 3.0. With all of this update news floating around, it’s hard not to feel bogged down by the specifics. Thankfully, Tom's been busy behind the scenes pulling together the latest DistilledU module which could help you identify, prevent or recover from the effects of penalties and algorithm updates. Read more

  • 6 Easy Ways to Improve User Experience Using Analytics Data

    User experience is important – little hitches in your site’s user experience could cost you conversions and repeat visitors, big ones could have your customers leaving to competitors in their droves. At the same time, finding problems and identifying opportunities can be hard and expensive... Read more

  • Universal Analytics User ID: Setup Guide

    User ID is one of the biggest new features of the Universal Analytics platform and analytics.js tracking code. In this post I’ll explain what it is, how it works, and how to set it up and get started. Google Analytics identifies users using cookies. If someone deletes the cookie, switches device or... Read more

  • Statistical Significance for CRO: 6 Things You Need to Know

    Statistical significance is all about whether the difference between two numbers is meaningful or just a fluke. In this post I’ll outline 6 things you need to know to make statistical significance for conversion rate A/B tests and broader analytics data. “The variation achieved a 20% increase in... Read more

  • Getting To Grips With Google Tag Manager

    Arrive at the Google Tag Manager home page and you are presented with the message “Digital Marketing Made (Much) Easier”. Whilst this is true for long term project and tag management, the initial learning curve for Google Tag Manager can be somewhat... frustrating. Documentation from Google is at... Read more