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Based on the book Advanced Web Metrics with Google Analytics - by Brian Clifton

All 'Pro Lounge' posts in date order i.e. newest first. Click on the post title to read in full.

Track Offline Marketing with Google Analytics – Whitepaper

Categories: Google Analytics specific, Metrics understanding, Pro Lounge Comments 10 »

When it comes to tracking offline marketing campaigns, many marketers are unaware of the potential of using their existing web analytics tool to measure success. Typically, the reliance is on traditional, imprecise data such as print distribution figures (a.k.a. readership numbers), viewing figures (TV audience metrics), or footfall metrics (“20,000 people walk pass this sign every day”).

However, none of these metrics can provide any indication of success. That is, was my print, TV, or radio ad successful? Yet, if these readers, viewers or listeners visit your website as a result of exposure to your offline campaign, you can access a rich stream of success metrics. This whitepaper is a how-to guide to track your offline marketing efforts.

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Understanding Web Analytics Accuracy – Whitepaper

Categories: Metrics understanding, Privacy and Accuracy, Pro Lounge Comments 8 »

I first wrote about web analytics accuracy in 2007 while working at Google. At that time numerous clients (big spending Google advertisers my team helped) were contacting their Adwords account managers asking why Google Analytics numbers did not match their AdWords click-through reports, or for that matter, match the other web measurement tools they were using.

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