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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

Google Content Experiments – A good or bad feature?

Categories: GA & GTM, Metrics Understanding / Comments: 13

Quote: [Google Analytics] “Content Experiments sucks and I will never use it for any of my clients….run away

The above snippet came from a post by Michael Whitaker (smart thinker, worth following) who asked for feedback on comments made at the Imagine 2013 conference earlier this year. My initial response was “hmmm – poor comments indeed. Whether you like a G product or not, to say that Google’s stats methods are unreliable, or reporting doesn’t work really is silly and lacks credibility.”

I am actually no big fan of the Google Analytics Content Experiments either, but I wish to put my views into context based on the following simple A/B test.

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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 form 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 it? Google therefore has to assume that *ALL* revenue generated by your visitors is 100% profit.

In this post I show you how to avoid these issues and calculate your AdWords REAL ROI. Its purpose is to take you to the next level – allowing you to move beyond adjusting bids simply based on conversions. Instead, you can go after the “highest” value converters.

Figure 2 – How big a difference is the default ROI versus the REAL ROI?
real-roi-chart
As you can see in Figure 2, we are not tweaking the edges here!

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Multi-Channel Attribution Modelling – don’t write off the default models

Categories: GA & GTM, Metrics Understanding / Comments: 1

 

Avinash Kaushik is a great measurement thought provoker (up there with the likes of Tufte imho), all-round nice guy and friend of mine. I always come away from his posts challenged and simulated – quite a feat to achieve for your peers in a niche industry. The following post from him – Multi-Channel Attribution Modeling: The Good, Bad and Ugly Models – is a great reference read, though I disagree on a couple of items. Once you have digested Avinash’s thoughts, here is my input…

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Why the Guardian is barking up the wrong tree with Prism

Categories: GDPR & Privacy / Comments: 3

My thoughts on why the Guardian and the Washington Post are barking up the wrong tree with their constant side-stories. It is disappointing to read the story degrading in this way.

“Analysing this type of meta-data is exactly what companies such as Google, Yahoo, Twitter, Facebook etc. openly do.”

Seriously… what is the problem with collecting and analysing meta-data?

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The rise and rise of “not provided” keywords

Categories: GDPR & Privacy, SEO & Analytics / Comments: 31

not-provided.pngSEO is getting harder! If you are active with search engine optimisation (SEO), then you will be aware of the issue of not provided showing in your Google Analytics reports for organic visits. This post updates the situation plotting the growing impact over time and the differentiation of tech-savvy versus tech-savvy web users.

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