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“Advanced web metrics is about doing the basics very well and applying it in a clever way.” Here I write about Google Analytics advanced setup and usage as well as online privacy, GDPR and best practices for organisations wishing to achieve success online – the whole raison d’etre for measurement…!

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Brian Clifton - Blog

A KPI is not always an average, ratio or percentage – sometimes raw numbers are better

Categories: Metrics Understanding / Comments: 2

Key Performance Indicators (KPIs) are used throughout organisations for defining success. They are particularly essential in web analytics due to the plethora of data collected. In fact without KPIs, it is easy to become overwhelmed. So once you have set your overall web site objectives, use KPIs as the metrics to benchmark your progress. By definition, these are […]

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Tracking error pages from WordPress

Categories: xPlugins & Hacks - OLD! / Comments: 6

My standard word of caution for all “GA Hacks” posts – This is a tech tip and requires you to have a knowledge of html and javascript to implement and use it… Tracking error pages is something that page tag solutions cannot track out of the box – including Google Analytics. In Chapter 9 of […]

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Book errata – corrections and typos, 1st edition

Categories: GA & GTM / Comments: 45

Many thanks to those who have provided feedback on the book so far. A couple of typos have slipped by me, so I wanted to post them here immediately. Please add if you find more. I will create a separate corrections page if needed. Note: this post is for the first edition of the book. […]

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Farewell to Google

Categories: Metrics Understanding / Comments: 10

As some of you may be aware, I was the first member of the EMEA analytics team to join Google back in October 2005. That feels like a decade ago, both in time, but also in terms of our positioning within the company – remember the GA invite code system? Last Friday after two and […]

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Google is Like a Bank

Categories: GA & GTM, GDPR & Privacy, Metrics Understanding / Comments: 17

I have heard the notion of Google being analogous to a bank for a number of years. Recently, Jim Sterne also referred to this bank analogy while we were discussing online privacy at the Orion Analytics panel of SES London . So I wanted share and expand upon this discussion. Please take a moment to […]

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How to Integrate your visitor data – both on and offline

Categories: Metrics Understanding / Comments: 7

This started off as a reply to a comment from Sara Andersson (of concerning my post about the accuracy limitations of web analytics and the difficulty of aligning data from disparate sources: 2008/02/16/accuracy-whitepaper/#comment-2153 However, the subject is broad enough to warrant a separate post, and probably subsequent ones too! To start off, I paraphrase […]

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