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Category: Metrics Understanding

8 Recommendations For Choosing A Tool: on-site versus off-site analytics

Categories: Metrics Understanding / Comments: 0

This is a edit of an article I originally wrote for 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: On-site and off-site analytics tools – how they work Part Read more

Define: Digital Analytics

Categories: Metrics Understanding / Comments: 2

I enjoy doing interviews - listening to other people's questions gives me a different perspective compared to the questions I ask of myself (and of data) all the time... This question came form Manu Jeevan as part of his interview for the Big Data Made Simple blog. It made me think about something that has been troubling me for some time... What’s your Read more

New Google Analytics book launched: Successful Analytics

Categories: GA & GTM, Metrics Understanding / Comments: 4

The new book is launched - Successful Analytics: Gain Business Insights by Managing Google Analytics. The link takes you to the buy page for  the print addition. You can also purchase via Amazon and other stores (both print and ebook versions). Why this book is different What is unique to digital analytics, is that the data collected in not just about your customers - Read more

Not Provided: Now impacting 80-90% of organic traffic

Categories: Metrics Understanding / Comments: 2

As you know, Google’s removal of keyword data from a visitor’s search history caused havoc for digital marketers. Beginning Oct 2011, keywords used by organic visitors were stripped out of the referrer string that was previously passed onto the receiving site’s landing page by default. The result is that web analytics reports now contain the all encompassing “not provided” instead Read more

10 Micro Goals for Tracking Content Engagement

Categories: Metrics Understanding / Comments: 0

Assuming you have no other "macro" drivers on your site - for example, no e-commerce facility, lead generation request from, store finder information, or advertisement click-throughs - how can you measure content engagement? Here is my list of 10 tangible goals: Show a snippet/summary first and then require a click to expand for more information Use ratings e.g. rate this page/article, did this Read more

Calculating your REAL ROI for AdWords

Categories: GA & GTM, Metrics Understanding / Comments: 9

Here's the problem… The default Return on Investment (ROI) displayed by Google Analytics is misleading for two reasons. Issue 1: Google Analytics combines revenue from your transactions and goals. That can lead to double counting, if for example, an add-to-cart click is a monetised goal. Issue 2: Google Analytics has no idea about what profit margins you operate under - how can Read more

Case Study: Monetising a Poor User Experience

Categories: Metrics Understanding / Comments: 1

Let me explain the story… A global white-goods brand,, sent me a survey asking what I thought about my recent website experience. Here's my response - I wanted to be honest and constructive:

"Sorry, but this is one of the worst product websites I have come across for being able to find (and identify) a particular product.  Returned results for my queries
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