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

Measuring Success - the blog

Here I write about Google Analytics setup and usage; Online privacy - debunking the myths; Data accuracy - what is accurate, what is not and how to live with it; Website usability & conversion optimisation - the whole raison d'etre for measurement in the first place; Democratisation of data - spreading the love; Google in general - business practices, approach and strategy.

Google Analytics IQ promotional code

Categories: Google Analytics specific Comments (13) »

If you have a copy of the Google Analytics Book, you will know the second edition contains a 50% discount coupon/promotional code for completing the GAIQ certification – part of the Conversion University online learning centre. In turns out using this can be a little confusing and you may see a message saying “invalid code”.  This means you are trying to put it in the wrong field…! Don’t put the discount code in the first screen, that is for vouchers, which are different. Instead: From the test start page, click purchase select the GAIQ exam. Enter the coupon code from the book in the “Promotional Code” field – see screenshot What is the GAIQ certification? Back in 2007, while working at Google in London, my view was that there was far too little knowledge “out there” that helped digital marketers, web managers and developers learn the fundamentals of visitor measurement. Read the full article…

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Google Analytics Book – 2nd edition launched

Categories: Google Analytics specific Comments (22) »

The second edition of Advanced Web Metrics with Google Analytics started shipping from Amazon last week – almost exactly two years since the first book. Like becoming a father (well not quite), it’s a proud moment and milestone for me. If you want to dive straight in, try one of these: Download sample book content: Intro, Table of Contents, Chapter 1 and the Index (1.88Mb PDF) or Read more about the book or Order from Amazon.com (.co.uk) or Barnes & Noble or buy the PDF ebook or leave me your feedback with a comment, retweet or rating… Here’s what industry movers and shakers think about the second edition: “If you’re looking for a practical, tactical guide in how to implement and think about web marketing optimization, look no further. Brian Clifton spells it out by industry, by job function, by Key Performance Indicator, and more.” —Jim Sterne, Founding Director and Read the full article…

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How to choose between Urchin or Google Analytics

Categories: Google Analytics specific, Urchin software specific Comments (11) »

There are two Google products for web analytics – Urchin Software and Google Analytics. Which one should you choose? This article describes what criteria to use for deciding between the two and is a follow up to my recent article “What is Urchin 6“. As a general guide, Marketers prefer Google Analytics, IT departments prefer Urchin… This statement is reflected in the user-base for each product. Urchin is mainly used for measuring intranets (an area of the business that Marketing is not involved in), and used by web-hosting providers where deployment scalability for a large number of websites is important. On the other hand, Google Analytics, apart from being a free service (Urchin requires a purchased license), is used by organizations that wish to have greater control of their individual web analytics implementation. Those are not mutually exclusive rules or requirements, so lets look at some criteria. When GA is Read the full article…

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12 Useful Tools for Google Analytics Administration

Categories: Google Analytics specific, Implementation ABCs Comments (18) »

Tools and helper applications I have come across as a practitioner come in two flavours: those that help you with your administration of Google Analytics – install, setup and configuration, and those that help you use or interpret reports – visualisation aides, third-party integration, segmentation help, and so forth. Often these two scenarios overlap, and marketers frequently find themselves using the same toolset as webmasters and web developers. This post is a compendium of useful tools I have used for GA administration. Regardless of your job role, all the tools listed here are straightforward to use. [ This page is an edited version of Appendix B, taken from the second edition of Advanced Web Metrics with Google Analytics. The new book is due March 2010 ] Tools to Audit Your GATC Deployment The key to being able to improve your website is having good, solid, accurate data that you can rely Read the full article…

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What is Urchin 6?

Categories: Urchin software specific Comments (14) »

I often receive questions about Urchin – what it is (typically: Is it the commercial version of GA?) how it compares with Google Analytics, and how to choose between the two. This post, an abstract from the latest version of the book, explains what Urchin is, its relationship to Google Analytics and why, if at all, you need to consider it. Urchin Software Inc. is the company and technology that Google acquired in April 2005 and went on to become Google Analytics—a free web analytics service that uses the resources at Google (I explain more about its history in Google Analytics – Fours Years on). Urchin software is a downloadable web analytics program that runs on a local server (Unix or Windows). Typically, this is the same machine as your web server. The Urchin Software creates reports by processing your web server logfiles (including hybrid logfiles) and is commonly referred Read the full article…

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Don’t buy this book

Categories: Google Analytics specific Comments (25) »

Seriously – don’t buy Advanced Web Metrics with Google Analytics (first edition)…. Why? Because there is a second edition just around the corner. In fact its due in March The first edition is nearly two years old – eons in Internet years (well probably equivalent to dog years). Those two years were a great success – both personally for me (reading reviews of your work form people you have never met before always brings a smile to my face and a glow to my cheeks – it’s a fantastic ego boost. So much so, I have to prick my head occasionally to prevent it getting oversized!) and for the publisher, who figured out the business of printing and distributing it was good enough to invite me to update the original. And that’s how it started out – an update. A few week’s work right, ten at tops. However, within 3 Read the full article…

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SEO Tracking – regional Search Engines in Google Analytics

Categories: Plugins & Hacks, SEO & Analytics Comments (40) »

Google Analytics recognises 41 search engines by default. Although this is constantly being added to, there are of course a great many other search engines in the world – language and region specific, as well as price comparison and vertical portals. This hack is for anyone who manages SEO at a regional level i.e to be able to differentiate regional variations of search engines. For example, the default Search Engine list for Google Analytics shows aggregate search engines – Google, Yahoo, MSN etc., this hack shows regional specific ones for your SEO efforts. April 2011 – New async hack launchedThis hack has been completely revised for the latest GA async code. Further info >>   [ Now 100+ additional SEs + GA defaults (140+ domains). You no longer need to re-define the default set of search engines as this hack now prepends new search engines to GA’s list. For details Read the full article…

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How to choose between Advanced Segments versus Profile Filters in Google Analytics

Categories: Google Analytics specific, Metrics understanding Comments (15) »

As anyone who has looked at the plethora of web metrics data available knows, even for a moderately active website, segmentation is the key to gaining insight. It allows you to group similar visitors e.g. customers, subscribers, contributors, engagers etc. together for comparison. Therefore instead of viewing metrics that are average of averages, the numbers actually mean something. For example, quoting the Average Order Value for all customers is pretty meaningless. Knowing that the Average Order Value for visitors that have downloaded your PDF catalogue is twice that as people who haven’t, is a KPI that values your digital collateral. It allows you to make informed decisions about its prominence, content, update frequency, cross-sell and up-sell opportunities. [ After defining and configuring goals, I view segmentation as your next most important step for your best practice web analytics setup. ] Segmentation is important you – no, critical. So what options Read the full article…

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Benchmarking site performance can be misleading

Categories: Metrics understanding, Privacy and Accuracy Comments (6) »

As you may know, I occasionally write articles elsewhere (journalism.co.uk, eConsultancy, DaveChaffey.com). In case you miss these, and because I like to keep my thoughts in one place I also reproduce here a little later. The following is from my September post at eConsultancy. Key Performance Indicators (KPIs) are important to drive improvement for your website. Although it is obviously interesting and insightful to compare how your website is performing against your peers and competitors, it can be a mistake to place too much emphasis on external industry benchmarks. These external benchmarks can be misleading and often end up with you finding the benchmark that fits your story, giving a false impression of success. KPIs vary greatly by business sector, and even within subsectors there is wide variance: think “flights” versus “holidays” or “food retail” versus “clothing retail”. Even comparing against your competitors with identically defined goals is fraught with Read the full article…

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