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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…!

I love to hear reader’s feedback, so please comment on my posts or share them.

Brian Clifton - Blog

When Visitor Surveys Can Damage Your Brand

Categories: Metrics Understanding / Comments: 0

Voice of customerSurveying to your customers is obviously a good thing, BUT the key to obtaining a good participation rate and accurate results, is the timing and mechanism of your survey. Unfortunately these are so often forgotten. The result is poor quality data masquerading as “feedback” that can also be damaging for your brand!

In this post I discuss why surveys often end up being a silent brand killer that also produce skewed data, as well as how to increase survey participation without damaging your brand….

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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 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 […]

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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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