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Here I write about Google Analytics setup and usage; Online privacy & GDPR; Data accuracy; Website usability; Conversion optimisation; and best practices for organisations wishing to achieve success online – the whole raison d’etre for measurement in the first place…!

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Brian Clifton - Blog

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 – the most problematic.

I discuss these next, but first…

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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: ” […]

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Is having a 3rd-party cookie a problem for you?

Categories: GDPR & Privacy / Comments: 2

I always thought that once the “general public” understood what a third-party cookie was, they would block/delete/refuse to accept them en masse. I have been predicting the demise of 3rd-party cookies since 2008, however it simply hasn’t happened. In fact the success of remarketing techniques illustrates people either don’t care about tracking technologies (i.e. invasiveness) or […]

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Digital Analytics Trends 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 […]

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Google Analytics is 10 years old – What’s changed?

Categories: GA & GTM / Comments: 11

On the 14th November 2005, Google Analytics launched – the result of an acquisition of a product and company called Urchin Software. That was a momentous day for two reasons:

  • for me personally – I was 5 weeks into my new job as Head of Web Analytics for Google Europe;
  • for the industry – Google had entered the analytics space with a big bang by releasing the first enterprise class product for free – unheard of then!
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[Survey] Do you TRUST your analytics data?

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

The question of data trust is what I see 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 have trust in it. The result is data paralysis – no one wants to dig deep in to the data for fear of what will be uncovered…

Is this scenario true? Take part in the Trust Survey now…

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Should you pay $150,000 for Google Analytics Premium?

Categories: GA & GTM, Metrics Understanding / Comments: 19

GA Premium costsWhat is the cost of Premium? Why use a paid-for tool? A client considering GA Premium (the paid-for version of Google Analytics) asked me the following question recently:

“One thing that would be great to cover in our meeting, is the value of the Premium product for us. How will it save us money by spending $150k a year instead of simply adjusting our approach and using the free product?”

That’s a great question – getting right to the point of value for money. And this is my two-point response that can be applied to any paid-for vendor….

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