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Category: Metrics Understanding

Why you Should Avoid Tracking Scroll Depth

Categories: GA & GTM, Metrics Understanding / Comments: 5

Since GTM introduced an automatic way of tracking scroll depth in Google Analytics, there has been a proliferation of this tracking. In this post I explain why you should avoid such "noise", avoid the cost implications (would you pay $1000/month for this?) and provide alternative (better!) ways to track engagement! Seriously - What's point of tracking scroll depth? Scroll depth != visitor Read more

When Visitor Surveys Can Damage Your Brand

Categories: Metrics Understanding / Comments: 0

A buzz word in the world of digital analytics is "Voice of Customer" or VOC for short. This is the presenting of a survey to your visitors asking them to respond to questions that can be used to ascertain how they feel about the web experience they are having. Surveying your customers is obviously a good thing, BUT the key to obtaining a good participation 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

What’s The Point Of a KPI…?

Categories: Metrics Understanding / Comments: 7

I was reading an old conference program last week, looking for inspiration to write the program foreword for the excellent upcoming Superweek data event, when I came across the wisdom of my friend and former colleague Avinash Kaushik. Essentially he was stressing the need for analysts to be a part of the business, not simply be a data monkey: " We, Analysts, feel we Read more

Digital Analytics Predictions for 2016…

Categories: Metrics Understanding / Comments: 0

ClickZ is a great learning resource. Even for expert readers their articles are well researched and informative - they simulate thought and further discussion. So when asked by Linus Gregoriadis, Global Director of Research & Intelligence at contentive (publishers of ClickZ), to discuss my thoughts on the latest digital marketing trends, I was of course flattered. These are Read more

[Survey] Do you TRUST your analytics data?

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

The question of data trust (i.e. data quality) is what I view as the biggest issue facing the digital analytics industry at present. Why? Because it is so easy to collect junk data online. And businesses will not act on data unless they can trust its quality. The result is data paralysis - no one wants to dig deep in to the Read more

Improving The Web Using Data – 1. The Accuracy Debate

Categories: Metrics Understanding / Comments: 4

This is a edit of an article I originally wrote for journalism.co.uk to discuss what digital data is accurate (and what is not) from a publisher's point of view. Part ONE (this page):  Most of the web is junk, but web analytics can help The two types of web analytics The accuracy debate: On-site versus off-site metrics Part TWO: On-site versus off-site analytics tools – how they work Part THREE: On-site Read more

On-site Versus Off-site Web Analytics – 2. How They Work

Categories: Metrics Understanding / Comments: 0

This is a edit of an article I originally wrote for journalism.co.uk to discuss what digital data is accurate (and what is not) from a publisher's point of view. Part ONE: Most of the web is junk, but web analytics can help The two types of web analytics The accuracy debate: On-site versus off-site metrics Part TWO (this page): On-site and off-site analytics tools – how they work Part THREE: On-site versus off-site analytics Read more

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