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Category: Setup Accuracy

Auditing Google Analytics – An Enterprise Study

Categories: GA & GTM, GDPR & Privacy, Setup Accuracy / Comments: 2

Part of my job involves auditing Google Analytics setups in order to establish the quality of the data collected. This video story brings together some of the extraordinary findings of my work. Its a study of 75 enterprise websites using Google Analytics. I describe the audit methodology and display the results in a visual scorecard format. The results are somewhat surprising Read more

The Impact of AnonymizeIP (aip)

Categories: GDPR & Privacy, Setup Accuracy / Comments: 0

A key recommendation for GDPR compliance is to use the Google Analytics feature anonymizeIP, also known as "aip". As the name suggests, this simple switch drops the last 3 digits from your visitor's IP address. For example, if a visitor has a public ip of 215.113.40.184, then Google will obfuscate this to 217.115.40. (and all other visitor ip addresses) when it Read more

How-to Match Google Analytics Transactions With Reality

Categories: GDPR & Privacy, Implementation Fundamentals, Metrics Understanding, Setup Accuracy / Comments: 1

If you have a transactional site, then of course you will want your transactional and product data as measured by Google Analytics, to match the real sales numbers that your back-end system collects. However in reality, these never exactly match due to a number of issues. These include: 1) Processing time differences; 2) Returns; 3) Blocked tracking; 4) Cross-domain tracking issues Read more

Understanding Web Analytics Accuracy – Whitepaper

Categories: GDPR & Privacy, Metrics Understanding, Pro Lounge, Setup Accuracy / Comments: 8

I first wrote about web analytics accuracy in 2007 while working at Google. At that time numerous clients (big spending Google advertisers my team helped) were contacting their Adwords account managers asking why Google Analytics numbers did not match their AdWords click-through reports, or for that matter, match the other web measurement tools they were using. These of course are legitimate Read more

Benchmarking site performance can be misleading

Categories: GDPR & Privacy, Metrics Understanding, Setup Accuracy / Comments: 6

As you may know, I occasionally write articles elsewhere (journalism.co.uk, eConsultancy, DaveChaffey.com). In case you miss these, and because I like to keep my thoughts in one place I also reproduce here a little later. The following is from my September post at eConsultancy. Key Performance Indicators (KPIs) are important to drive improvement for your website. Although it is Read more

Why counting uniques is meaningless

Categories: GDPR & Privacy, Metrics Understanding, Setup Accuracy / Comments: 25

The term 'uniques' is often used in web analytics as an abbreviation for unique web visitors (i.e. how many unique people visited my site). The problem is that counting unique visitors is fraught with problems that are so fundamental, it renders the term 'uniques' meaningless. Firstly, cookies get lost, blocked and deleted. Research has shown that after a period of four Read more

Google Analytics Accuracy – Comparing Google Analytics, Yahoo Web Analytics and Nielsen SiteCensus

Categories: GDPR & Privacy, Metrics Understanding, Setup Accuracy / Comments: 16

          Last year I wrote an whitepaper on web analytics accuracy. The intention of this was to be a reference guide to all the accuracy issues that on-site web measurement tools face, and how you can mitigate the error bars. Apart from updating the article recently, I wanted to illustrate how close (or not) different vendor tools on Read more

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