Showing posts with label Partners. Show all posts

Google Analytics Conference Nordic in Stockholm, Sweden

Monday, May 19, 2014 | 12:03 PM

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The event takes place August 28-29 in Stockholm, Sweden. You can expect to hear expert tips on how to get maximum value out of Google Analytics, and learn from other organizations using the tool. 

Started based on an initiative by Outfoxwho gathered the other Google Analytics Certified Partners, the conference is now returning for the fourth consecutive year.

Our Stockholm conference includes:

 • Clinics led by Google Analytics Certified Partners
 • Case studies from businesses and other organizations
 • Opportunities to interact with peers and experts
 • ...much more!

The conference is being visited by two top speakers from Google, Daniel Waisberg and Kerri Jacobs.

Daniel Waisberg is the Analytics Advocate at Google, where he is responsible for fostering Google Analytics by educating and inspiring Online Marketing professionals. Both at Google and his previous positions, Daniel has worked with some of the biggest Internet brands to measure and optimize online behavior. 

Before kickstarting the Google Analytics Premium sales team, Kerri Jacobs was a Sales Manager for the DoubleClick publisher, agency and marketer product portfolio. Kerri has been a leader in the online sales world since the early days.

Besides meeting Google, you’ll meet Google Analytics Certified Partners Outfox, iProspect, Knowit, MediaAnalys, Netbooster, Klikki and Web Guide Partner. You will also meet and learn from several end users who use Google Analytics on a daily basis.

To join us in Stockholm August 28-29, visit the conference site and secure your ticket before it's sold out again.

Posted by Lars Johansson, Google Analytics Certified Partner

8 Custom Reports from the Google Analytics Solutions Gallery

Thursday, February 27, 2014 | 2:55 PM

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The following is a guest post from Rachelle Maisner, who recently transitioned from Sr Analyst to Account Manager at Digitaria, a Google Analytics Certified Partner.
New analysts have it easy these days. Back in my day, we have to walk uphill in the snow both ways to get decent enough web reporting. My first blush with web analytics came upon me when I was a marketing coordinator for an advertising agency several years ago. I got the hand-me-down grunt work of pulling stats for one of our client's websites using server logs. Server logs, people. It was painfully slow, and gut-wrenchingly inefficient. So for the sake of my sanity, I started looking into better solutions, and I knew if it could help the client out with more meaningful reporting, that would make me look really good. When I found a solution I liked, I needed to pitch the client for their buy in. That conversation went something like... "I found this great tool, and it's free- we can install it on your website and try out this fast new reporting. It's called Google Analytics."
Since then, there are now so many fantastic resources available to budding young analysts. From the Analysis Exchange to Avinash's own Market Motive courses, not to mention GA's recently revamped Analytics Academy, there's a wealth of quality education and training just a click away to anyone who’s willing to learn. 
I'm blogging to tell you all about one of my absolute favorite new resources-- a tremendous goldmine of knowledge sharing unlike anything else this industry has ever seen-- Google Analytics’ very own Solutions Gallery.
The Solutions Gallery is a free and public platform that allows users to share custom reports, segments and dashboards. It's invaluable resource not only for those that are new to digital analytics, but also for analytics veterans looking for fresh ideas and new approaches. I mean, wow, you can download reports and dashboards from experts all over the globe and instantly apply them to your own Google Analytics account. 

I was so excited about the Solutions Gallery that I uploaded 8 custom reports of my own to share with the community, and in about a month I had over 1,600+ imports. 
I have received awesome feedback and gratitude for the custom reports I created, so I am absolutely thrilled to be able to share them here on the Google Analytics blog and showcase them to a wider audience. I hope you find these helpful and I hope they encourage you to not only get more from your data, but to upload some of your own solutions to the Gallery.
All my custom reports are organized into four categories. These categories are based on the ABC's of analytics, plus D for bonus points: Acquisition, Behavior, Conversion, and Diagnostics.
A is for Acquisition
Visits and Goal Conversion by Traffic Source: Take your traffic source reports one step further by understanding volume & conversion by each channel. This is one way to see how your best visitors are getting to your site. I recommend setting up a goal for “engaged visits”, for this custom report and some of the following reports. When you import this custom report, change Goal One to your engaged visits goal, or another significant KPI configured as a goal.
B is for Behavior
Page Effectiveness: Ever ponder the question, “How is my content doing?” This custom report provides page-level performance, allowing you to discover your top and bottom performing pages using various traffic and engagement metrics.
Social Sharing: A four-tab custom report chock full of site-to-social reporting. Tab 1 is the Shared Content Trend, showing how top pages are shared to social networks over time. Tab 2 is Top Shared Content by Network, a first step to discovering what content works for specific channels. Tab 3 is a report on Socially Engaged Visitors, providing a quick profile of visitors that engage in social sharing links. And finally, Tab 4 is Social Outcomes and Conversions, tying social engagement to site goals.
C is for Conversion
Simple E-Commerce Report: A starting point for trending revenue or purchases against visits, with a traffic sources breakdown.
PPC Campaign Goal Performance: Analyze paid search performance against goal conversion by search engine. Change goal one completions to your engaged visits goal. This report filters for Google campaigns. To filter for Bing change the source filter for "Bing" or delete the filter to include all search engines.
PPC Keywords: Get a paid keyword report with traffic volume, CPC, goal conversions, and cost per conversion.
D is for Diagnostics
Page Timing: Use this custom report to QA page load timing and reveal problem pages. Switch from the "data" table view to the "comparison" table view, and compare load time to bounce rate, allowing you to view the bounce rate for each page against the site average.
Internal and External 404 Report: A custom report to help resolve 404 errors. Includes two report tabs. Tab 1: bad inbound links, and Tab 2: bad internal links. Be sure to change the filter for "page title" to the page title used on your site's 404 page.
Posted by Rachelle Maisner, Account Manager at Digitaria, a Google Analytics Certified Partner

Ensuring Data Accuracy with a Tag Management Policy

Wednesday, February 19, 2014 | 9:26 AM

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The following is a guest post from GACP Michael Loban, CMO at InfoTrust.

The quality of the website analytics data we have is directly related to the tag management processes adopted by an organization. Most likely, you can remember days when the following incidents may have occurred:
  1. You find that one (or several) of the pages on your site is missing Google Analytics, or some pages had Google Analytics deployed twice causing duplicate pageviews and inflating traffic.
  2. Google Analytics custom variables were inconsistent or missing on some portions of the site, leading to data quality issues.
  3. An unauthorized marketing tag was piggybacking off of another tag.
  4. One of the tags on an international site you managed did not follow the new EU Cookie Laws related to privacy.
Adopting a Tag Management System like Google Tag Manager is a great way to go, but having a great tool to organize and deploy your tags is often not enough. You still need a system, a process, and ongoing review. Here are the steps for creating a tag management policy for your company:

1. Know where you are – what tags are currently firing, where and how? Whether you have a small site with a few hundred pages or an international publication with thousands of pages, it is important to assess your current tag deployment. 

Can you say, with 100% confidence, that your analytics tag are located on every page?  Are you sure the cookies set by your analytics tag/tool are accurate and not over-writing each other?

Regardless of whether you are confident or not, I suggest using a tool like TagInspector.com (Tag Inspector is an InfoTrust product). It will help you locate:
  1. All the tags on your site, split up by specific pages’ tags, and even pages they are missing from.
  2. Cookies set by various tags and what pages they are set on.
  3. How the tag is deployed – through a tag management system or directly from a page source.
  4. Instances of tag piggybacking – one tag being loaded by another tag.
Here is a screenshot from an example scan. It shows how tags load (commonly referred to as tag hierarchy). We have removed the website URL, but as you can see there are instances when Google Analytics is being loaded by the TMS, and instances where Google Analytics is being loaded directly from the source of the page. 


2. Document all approved tags. The average enterprise website might have 25-50 marketing tags. Not all of them have to be present across all pages. However, even if you are considering moving to a Tag Management System, or already are using one, it is not a bad idea to have the following documented and categorized:
  1. Tag name and functionality
  2. Pages or the category pages the tag needs to be on
  3. Information collected through the tag about visitors (cookies set)
  4. Firing rules

Check out Tagopedia – a wiki of tags to learn more about the many different types of tags.

3. Consider the implementation of a Tag Management System. There is a reason this is step three, and not step one or two. A lot of companies jump to this step first, thinking that a new technology will miraculously make all tagging issues disappear. The first step in moving to a TMS is knowing what tags you need to keep, and where they are or how they are loaded on your site so you can remove them from the source after the tag management system is deployed.

When considering the implementation of a tag management system, think about your team. Every website of a TMS vendor says you will no longer need your IT team to make changes to the tags thus simplifying and expediting the process. I have met plenty of marketers who do not want anything to do with a TMS. Even though you will free up your IT resources, you will still need a person or team with the technical training to manage your tags. 

Naturally, your first step in evaluating Tag Management vendors should be outlining what features you really need. Google Tag Manager is free, and is one of the few TMS systems that works for both mobile websites and native mobile applications. 

NOTE:  If you do decide to migrate to a TMS or if you have already done so, you still should scan all the pages across your site to ensure that your tags fire correctly, such as, once per page for analytics tags – and only from your TMS. You certainly want to avoid having a tag in the source of your page and inside a TMS – this will inflate your data and cause data quality issues.

4. Run ongoing site audits to ensure correct tags are deployed across correct pages. Ideally, this will only serve as the insurance. However, ongoing site scans or audits can help you avoid the moments when you realize you did not capture AdWords conversions because your GA or AdWords conversion tag was removed from the conversion page. Keep in mind certain tags might only fire when a user looks at your website on a mobile device, and your scan might need to simulate different user agents.  Doing this manually for all the sites you manage, or across one very large site, can be quite challenging. Again, TagInspector.com can help speed up this process and dramatically reduce the effort required. Here is an example screenshot of the scanning options:


5. Think ahead – will you be able to innovate? Complete lock down is in nobody’s best interests. What happens if there is a new platform for A/B testing that you would like to try? How long will it take you to get the tag approved, implemented on your site, verify its performance, and launch a campaign? Keep innovation in mind and make it relatively easy for marketers in your company to adopt new technologies.

One way to go about this is having an application that needs to be completed and approved prior to implementing a new tag. This will help you ensure only tags that meet company standards are implemented on your site. 

At the end of the day, tag deployment and data collection will only get more complex. If you do not have any process for managing your tags, it is time to start. If you have some kind of process, perhaps it is time for optimization. Get all the stakeholders in the room, and decide who will be your tag management team, and what the first step will be to ensure tag accuracy. You can’t do analysis if the data isn’t accurate. And your data won’t be accurate if your marketing tags aren’t implemented correctly. 

If you would like to learn more about implementing a tag management policy, we would like to invite you to attend a free webinar on March 26th at 1:00PM EST where we will discus items outlined in this post, and a lot more. 

Posted by Michael Loban, CMO at Google Analytics Certified Partner InfoTrust

How the Analysis Exchange is helping Non-Profits make data-driven decisions

Thursday, January 16, 2014 | 9:57 AM

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The following is a guest post from Eric Peterson, Senior Partner at Google Analytics Certified Partner Web Analytics Demystified.

Summary: Web Analytics Demystified continues to advance the Analysis Exchange to help anyone, anywhere get “hand’s on” experience conducting analysis with Google Analytics in an effort to support non-profits worldwide. 

While thousands of non-profit organizations use Google Analytics on their websites, many have not yet been able to take full advantage of the data generated on their site’s performance. The Analysis Exchange, an education initiative developed by Web Analytics Demystified that provides free web data analysis to non-profits, offers organizations an opportunity to gain insights from web analytics to better meet their goals.

The Exchange pairs a non-profit organization with two web analysts --- one a student wanting the hands-on training and the other a mentor with years of direct experience in the analytics field. Together, they work on projects with objectives aimed at improving the non-profit’s website performance and overall use of their analytics data.

Since its introduction, over 400 non-profit organizations have used the Analysis Exchange for more than 1,000 projects using data from Google Analytics. Among these organizations have been those involved in public media, foundations, environmental concerns, youth-focused organizations, museums, schools, and many others.

Learn more about the Analysis Exchange in this brief video:


Paull Young, Director of Digital at charity: water, has achieved success with multiple Analysis Exchange projects for his organization. He says, “I see analytics becoming central to how non-profits do business – though I don’t see that being the case right now. charity: water is one of the most digitally focused non-profits you’ll find, but we’re at the front of a trend towards online donations that is only going to increase.

Every non-profit aims to become more and more efficient, delivering maximum impact for the minimum amount of cost. Smart application of analytics will be a must to achieve this objective.”

Other organizations have gained value from Analysis Exchange projects by not only exposing ‘what happened’ on their site and what were the successes but more importantly identifying factors that led to successes on the site and how to make improvements. An example of some takeaways have been:
  • What content visitors consumed and where they came from
  • What social channels drove the most activity to the site as well as off the site
  • Factors that lead to significant increases in visits
  • Competitive benchmarks of success
  • What factors led to declines in traffic and how to correct
Analysis Exchange projects are completely free and take less than a few hours for non-profits and mentors. Google Analytics is the standard analytics tool used for all projects.  Its ease-of-use dramatically improves the non-profits ability to continue to use web analytics after projects are completed.

We’re looking for more non-profits as well as student-mentor partners to sign up to the The Analysis Exchange. You can learn more about our effort at www.analysis-exchange.com or write our Executive Director Wendy Greco directly at wendy.greco@analysis-exchange.com.

Richer Insights For B2B Marketing With Google Analytics

Tuesday, January 07, 2014 | 10:14 AM

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The following is a guest post from Google Analytics Certified Partner Feras Alhlou, Partner & Principal Consultant at E-Nor Inc.
Marketers and sales professionals want to know who’s visiting their site, what content the target audience is consuming and what converts site visitors to paying customers. 
In a B2B environment -- where long sales cycles and multiple stakeholders affect sales decision -- “knowing who’s coming to your site” takes on another dimension. 
Say you’re in charge of marketing an eLearning system, and your target market includes telecom, hi-tech/software companies and universities. Your sales cycle could span several months, and there are multiple personas/stakeholders who will evaluate your company and your product. 
Some key personas include:
  • Trainers, professors and teachers evaluating user experience and ease of uploading curricula and content 
  • Management/administrators evaluating your company, pricing, client testimonials, case studies, etc.
  • IT assessing technical aspects of products, maintainability, your technical support processes, etc. 
As a marketer, your job is to ensure your site addresses the needs of each stakeholder, while realizing that the interests/questions each group of stakeholders are likely to be different. It’s critical that the message and content (that you invested so much in creating) “sticks” with the unique personas in each market segment. 
Easier said than done; measuring and optimizing all the above isn’t for the faint of heart.
But don’t fret. Integrating Google Analytics with Account-Based Marketing and Firmographic data has come to the rescue. 
B2B Measurement Framework
Let’s walk through a typical scenario and highlight key performance indicators (KPIs). The measurement framework our eLearning marketing manager has in mind includes (and yes, they follow GA’s ABC!):
Acquisition
    1. What percent of my traffic comes from industries I target
      1. Telecom
      2. Hi-tech/software companies
      3. .edu’s
    2. Percentage increase or decrease in traffic from industries I’m not targeting 
    3. Traffic volume and frequency from organizations our sales team targets offline
Behavior
    1. Landing page stickiness by industry and organization
    2. What content is very popular
    3. What content is most shared
    4. All the above segmented by the three targeted industries
Conversion
    1. Number of whitepaper downloads by industry and company
    2. Number of demo requests
    3. Sales follow-up call requests 
    4. All the above segmented by the three targeted industries
If your site visitors aren’t providing you with company and industry data, it’s not possible to report on this data in Google Analytics. Hello Insightera, a marketing personalization platform, enables your to enrich customer’s onsite journey with firmographic data in a seamless integrated fashion (note, another product in the Google Analytics app gallery offering similar functionality is Demandbase).
Rich Firmographic Data in Google Analytics
Insightera’s firmographic data is organized by 1) deriving information from site visitors by identifying their ISP 2) determining that organization’s information, including location, industry (and soon company size and company revenue will also be available). 
With easy-to-navigate firmographic readily available, analytics data takes on a new dimension; advertising dollars can be better targeted, and you have the ability to customize a visitor’s experience in several new ways.
Here’s a few examples of the rich and super cool data you have access to with Insightera, nicely integrated in the Google Analytics Reports (in Custom Variables):
1- Traffic Distribution by Industry  
Within the GA interface you have a nice presentation your traffic by industry. Telecom seems to be strong (24.1% of traffic) in the report below, while Education could use some love from your marketing team. 

2- Engagement By Industry
You can also report on your KPIs by industry (e.g. see how “Education” is the number 2 industry in the report below)

3- Traffic & Engagement By Organization
This report below shows the platform’s ability to take data segmentation a step further, and highlights specific organizations within the industry visiting the website (e.g. Yale University)

With firmographic data integrated into Google Analytics, it is possible to optimize paid campaigns such as Google AdWords, LinkedIn, banner ads, etc., and pinpoint how many companies from a specified list visited your site, which industries and what size companies visited the site. It provides the opportunity to then target paid campaigns to those visitors and channels, or increase efforts to reach untapped segments of a targeted audience. 
Technical Considerations 
Not a whole lot of considerations. Insightera makes it easy to plug and play. In your ‘Admin’ interface, select your Custom Variables slots for the ‘Industry’ and ‘Organization’ -- and let the rich data flow. Double check that the selected custom variable slots are empty and that you’re not already using them for something else in your Google Analytics implementation. 

Content Personalization
Equipped with this new data, you can automate and personalize remarketing efforts and create targeted ads based on any given criteria. In the example above, the education-specific whitepaper can be presented to your higher-ed visitors, while hi-tech/software related content can be presented to your hi-tech/software visitors. 
Insightera’s recommendation engine filters visitors by location and industry, content preferences and CRM data and digital behavior patterns. This process then predicts which content or channel works best for each visitor.
Increase the Value of Universal Analytics with more User Centricity 
If you’re an early adopter of Universal Analytics or planning to migrate to Universal Analytics, Insightera will soon have you covered. The same method described above can be applied and firmographic data can be integrated into Custom Dimensions. 

With some additional customization, and if you are (and you should be) user-centric, you can take up your implementation a notch up and report on visitors, not just visits, across web, mobile and other devices. Examples include where you have premium/gated content behind registration, user logins or when users self-identify. In these examples, a user-id is associated with each authenticated visitor and stored in a Custom Dimension. Measuring user behavior across multiple sessions and across multiple devices will then be available and you’ll be able to stitch data from different data sources including Insightera as well CRM systems such integrating GA with SalesForce.

Conclusion
As advertising and remarketing efforts reach new levels of focus, site owners have the most relevant information to meet their needs thanks to account-based marketing. Combining the power of Google Analytics with the new scope of firmographic data allows a new level of Performance Analytics. This set of tools offers deeper analytic insights into who your potential customers are, what they do, where they come from and what they consume.
Posted by Feras Alhlou, Principal Consultant, E-Nor, a Google Analytics Authorized Premium Reseller

Klarna tracks third-party iframe with Universal Analytics’ cookieless approach

Friday, December 27, 2013 | 11:13 AM

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Klarna is one of the biggest providers in Europe of in-store credit and invoice based payment solutions for the ecommerce sector. The company enables the end-consumer to order and receive products, then pay for them afterwards. Klarna assesses the credit and fraud risk for the  merchant, allowing the merchant to have a zero-friction checkout process – a win-win for the merchant-customer relationship.


Third-party domains pose a problem
Merchants use Klarna’s iframed checkout solution. The iframe is located on the merchant’s domain, but the actual iframe contents are hosted on  Klarna’s own domain. Browsers such as Safari on iPhone and iPad, and later generation desktop browsers such as Internet Explorer 10 prevent  third-party cookies by default. Many analytics solutions rely on the use of cookies though. In order to prevent the loss of nearly all iPhone visits and  many desktop visits, Klarna wanted to address this problem. 

A cookieless approach to the rescue
Working with Google Analytics Certified Partner Outfox, Klarna found exactly what it needed in Universal Analytics, which introduces a set of features that change the way data is collected and organized in Google Analytics accounts. In addition to standard Google Analytics features, Universal Analytics provides new data collection methods, simplified feature configuration, custom dimensions and metrics, and multi-platform tracking.
“Thanks to Universal Analytics we can track the iframe on our merchants’ domains and be sure we get all traffic.”
- David Fock, Vice President Commerce, Klarna

In Klarna’s new cookieless approach, the “storage: none” option was selected in creating the account in Universal Analytics. The checkout iframe meanwhile uses a unique non-personally identifiable ‘client ID’. These measures cause Universal Analytics to disable cookies and instead use the client ID as a session identifier. Because no cookies are in use, browsers that don’t allow for third-party cookies aren’t an issue at all. 

Virtual pageviews are sent on checkout form interactions. Custom dimensions and metrics are used for tagging a visit, with a dimension  indicating which merchant is hosting the iframe, and a metric showing what cart value the user brings to the checkout.

Complete tracking and assured analysis
With Universal Analytics features, Klarna ensures iframe tracking is complete across all browsers. By using the virtual pageviews as URL goals  and funnel steps, goal flow visualizations are used to find bottlenecks in the checkout flow. The new custom dimensions and metrics together with  ecommerce tracking mean that reports can now be set up to reveal how each merchant’s cart value correlates to its final transaction value.

Be sure to check out the whole case study here.

Posted by the Google Analytics Team

Google Analytics Dashboards for Quick Insights

Tuesday, December 03, 2013 | 1:29 PM

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The following is a guest post by Benjamin Mangold, Director of Digital & Analytics at Loves Data, a Google Analytics Certified Partner.

Creating custom Google Analytics Dashboards is a great way to monitor performance and get quick insights into the success of key aspects of your websites and mobile apps. You can create dashboards to meet your particular needs, from understanding marketing campaign performances, to content engagement levels, and even trends relating to goal conversions and e-commerce transactions.

Sample custom dashboard (click for full-size image)

The dashboards you create will depend on who is going to use them. You will want the dashboard used by your marketing manager to be different to the dashboard that is seen by your technical team - and different again for your CEO. You should always tie dashboards to the types of questions the particular person or stakeholder is going to ask. Basing your dashboards on particular roles or job functions within your organisation is a good place to start thinking about the type of dashboards you will want to design.
Dashboard Widgets

Each dashboard is made up of widgets which can be pieces of information or data from your Google Analytics reports. There are a number of different widgets and the ones you add to your dashboard will depend on the type of trends and insights you want to provide.


Metric widgets present a single piece of data on your dashboard along with a small sparkline.

Timeline widgets give a detailed sparkline showing trends by day. This widget allows you to show a single metric or compare two metrics.

Geomap widgets allows you to display a map within your dashboard. You can show the location of your visitors and even compare conversion rates or engagement by geographic location.

Table widgets display a table that combines information (a dimension) with up to two metrics.

Pie widgets present a pie or doughnut chart and are useful for visual comparisons.

Bar widgets are also useful for presenting comparisons. This widget allows you to pivot by an additional dimension and switch between horizontal and vertical layout.

In most cases you will want to use the ‘standard’ widgets. These present data that has been processed into the standard reports. You can also include ‘real-time’ widgets, but it is important to know that these will not be included if you are exporting or scheduling the dashboard.

Widget Filters

Filters can be applied to widgets within your dashboard, allowing you to further define what is presented in your dashboard. For example, if you want to include a metric widget to show the total number of visits from your Google AdWords campaigns, you could then add the following filter which will only include visits where the source is ‘google’ and the medium is ‘cpc’.


Sharing Dashboards

Once you have created your custom dashboards you can keep these private, share the dashboard with everybody who has access to the reporting view or even share them with the wider Google Analytics community. The Google Analytics Solutions Gallery is a crowdsourced collection of customizations and includes a number of great dashboards that you can add to your account.

Have a great dashboard? Want to win prizes? Loves Data, a Google Analytics Certified Partner are running a competition for the best Google Analytics Dashboard. Judges include Google’s own Justin Cutroni, Daniel Waisberg and Adam Singer. The competition closes on December 31, 2013 and winners will be announced in late January 2014.

Posted by Benjamin Mangold, Google Analytics Certified Partner

SUPERWEEK 2014: January 21-23, Hungary

Tuesday, November 26, 2013 | 3:53 PM

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The following is a guest post contributed by Zoltán Bánóczy, founder of AALL Ltd. and the SUPERWEEK Conference series.

In the fourth week of the New Year, many of us will enjoy the gorgeous view pictured below as the actual backdrop for one the year’s most exciting analytics conferences.  Speakers hailing from Jerusalem to Copenhagen to San Francisco to Ahmedabad promise to deliver insightful talks about a wide range of topics surrounding the modern digital industry.


The 3 day SUPERWEEK 2014 begins on January 21st, located on the beautiful mountaintop of Galyatető, at the highest-lying 4 star hotel in Hungary. Fly to Budapest easily from across Europe and rely on our shuttlebuses called SUPERBUS as an option for your package. Conference goers can expect advanced talks at the sessions, data based opinions shared during the panels, and Google Tag Manager deep dives - some say even deeper than the Mariana Trench. 

In his keynote, Avinash Kaushik will share a collection of strategies to help you ensure that the focus of your analytics effort is on taking action and not data regurgitation in a session titled: “Driving an Obsession with Actionable Analytics.“  Caleb Whitmore (Analytics Pros) will be providing a “hands-on” training and conference goers can complete the GAIQ exam right afterwards. Excitingly, we get the opportunity to ask Avinash about Life! - in his Q&A session entitled: “Search, Social, Analytics, Life: AMA (“ask me anything”)”. 

Speakers include industry thought leaders, Top Contributors to the AdWords forums and many Google Analytics Certified Partner companies - all from about 10 countries.


We’ll try to cover the latest of the industry: predictive analytics (Ravi Pathak, India), Universal Analytics & Google Tag Manager implementations (Yehoshua Coren - Israel, Doug Hall - UK, and Julien Coquet - France), PPC / display advertising (Jacob Kildebogaard - Denmark and Oliver Schiffers - Germany), A/B testing, privacy (Aurélie Pols - Spain) and even analytics expert  “The Professor”, Phil Pearce from the UK.

Join us for the emblematic, traditional evening with campfire made from large 2+ meter logs where a wide range of (mulled) wine and mellow mood will be served.

Keep up to date on the agenda and other programmes by following us at @superweek2014 (or #spwk during the event) on Twitter.

Posted by Zoltán Bánóczy, Google Analytics Certified Partner

BEST Practices: Google Analytics Conference

Wednesday, August 14, 2013 | 10:51 AM

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The following is a guest post contributed by Caleb Whitmore, founder of GACP Analytics Pros and the BEST Practices Conference, Google Analytics enthusiast and aspiring mountaineer.

BEST Practices: Google Analytics Conference
Boston, September 19
Seattle, November 14



As a digital analytics firm, we obviously love the constant connectedness of social media, mobile devices and the web. But we are also the first to admit that the never-ending noise leaves little room for the brilliance that come from letting your mind wander.

BEST Practices for Google Analytics is designed to give you the best of both worlds. 

We combine strategic inspiration, practical instruction and a wide-open location to create a Google Analytics conference like no other. In six short weeks, BEST Practices will land in Boston and we invite you to join us.


Top 7.2 Reasons to Attend A BEST Practices for Google Analytics Conference this Fall:
  1. Networking: You will be surrounded by innovators in the digital analytics industry - previous attendees include Starbucks, Yelp, Priceline, GoPro and more. Talk to both experts and peers who are using analytics to creatively solve problems.
  2. Speakers: Our speakers are actively practicing what they preach every day. Members of my AP team will cover specific best practices, I will review some of the tricks I have learned from a decade in this business, Ian Myszenski from Wildfire will be showcasing the measurement of social media . . . and the list goes on.
  3. After-Party: Mix and mingle following the event. Past after-parties have provided a great place to keep the brainstorming and inspiration flowing as you chat with people from a wide variety of industries and backgrounds.
  4. Topics: Receive practical instruction on the latest Google Analytics features, including advanced segmentation, multi-channel funnels, attribution modeling, Google Tag Manager, Universal Analytics, social and more.
  5. Interaction: Hands-on interaction is key when learning to apply new knowledge. We will give you a chance to apply tricks directly to your profiles as you listen and chat about your challenges with like-minded people during lunch.
  6. Venue: The Boston BEST Practices conference will be at New England Aquarium and in Seattle at the Seattle Art Museum - venues specifically chosen because they give you open spaces to think creatively. We have intentionally scheduled space into the agenda to allow you to wander, enjoy and dream.
  7. Training: If you’re looking to make it official, the Google Analytics Individual Qualification test is an important milestone when building your GA resume. Our preparatory course is a full day of in-person training time following the conference, led by me.
 7.2.    Discount: And last, but definitely not least, we have a discount just for you! Use discount code BESTAnalyticsBlog for a 20% discount off the conference pass at either our Boston or Seattle conferences this fall.

And don’t forget to check out other BEST Practices conferences as we storm the country. We’re headed back to San Francisco in the spring of 2014 - don’t miss out!

To keep up to date on what’s coming, follow our team at @analyticspros and @BEST_con to hear about the latest speakers, locations and events.

We hope to see you in Boston and Seattle!

Posted by Caleb Whitmore, Google Analytics Certified Partner

The Periodic Table of Google Analytics

Wednesday, April 24, 2013 | 9:39 AM

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The following is a guest post from Jeff Sauer, Vice President at Three Deep Marketing, a Google Analytics Certified Partner. Jeff writes often about Digital Marketing at his Jeffalytics Blog and he writes about Travel on his Free World Traveler blog. 

I have long compared Google Analytics to the slogan for board game Othello: "A Minute to Learn, a Lifetime to Master" because it is so easy to get started, yet there are so many customization options and continuous product improvements that it takes years to master all aspects contained within GA.

The Google Analytics team has done such an amazing job at making the product easy to use that a significant portion of the web measures their website performance with Google Analytics. With that said, I've found that because it is so easy to use, not all marketers are aware of the advanced features contained within GA.

While conducting in-person Google Analytics training the past several years, I have been looking for the best way to show my students just how much they can do with Google Analytics. While a comprehensive classroom session goes a long way, a more elegant way of simplifying the complex is also valuable in the long run.

After much brainstorming with colleagues, we came up with the idea of creating the Periodic Table of Google Analytics, inspired by similar periodic table pieces that have ran in the past by well known marketing focused websites. Since the concept works so well for displaying many elements in one place, it worked perfectly for defining the 60+ elements that were included in the Periodic Table of Google Analytics. We hope you enjoy the results!


We created the table to be consumed in many different ways. On Jeffalytics.com, you will find an interactive version of the table which gives an explanation of each element as you hover over. You can also find a printable PDF version of the document for printing at home. Last, we have created an embeddable graphic that you can share on your site.

Posted by Jeff Sauer, Google Analytics Certified Partner

Google Analytics Conference in Stockholm, Sweden

Friday, April 19, 2013 | 9:33 AM

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Join the Google Analytics Certified Partners for Google Analytics Conference Nordic in Sweden. 

The event takes place on May 23rd in Stockholm. You can expect to hear expert tips on how to get maximum value out of Google Analytics, and learn from other organizations, such as VisitSweden and Resurs Bank, using the tool. 

Started in Stockholm 2011, based on an initiative by Outfox who gathered the other Google Analytics Certified Partners, the conference sold out the first two years. Now that the conference is returning for the third consecutive year, it will be visited by Paul Muret, Google Analytics Engineering Director and founder and CEO of Urchin Software acquired by Google in 2005. Urchin technology became what you know as Google Analytics today. Paul will hold the keynote presentation.

Learn about Universal Analytics, Google Tag Manager, Attribution Modeling, Cost Data Upload, Data Visualization, and much more. 

Erik Modig from Stockholm School of Economics will also share his insights into human behavior and modern advertising strategy and you'll also meet Mike Kwong, a software engineer working on Google Analytics backend. 

Our Stockholm conference includes:

• Clinics/huddles led by top Google Analytics experts
• Case studies from businesses and other organizations
• A live demo of how to add new sources of data to Google Analytics
• Opportunities to interact with peers and experts
• A more creative venue, The Rival movie theatre
• Fun and games during breaks
• ...much more!

To join us in Stockholm on May 23rd, visit the conference site and secure your ticket before it's sold out again.

Readers of this blog get the price of  2490 SEK if signing up before May 15th, and by entering the discount code "VIP Google" as a note before submitting the form.

If you want to be the first to know about other upcoming analytics events in Sweden, follow Outfox on Google+.

Posted by Lars Johansson, Google Analytics Certified Partner

Optimize Your Website with SiteApps and GA

Friday, February 01, 2013 | 9:30 AM

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Google Analytics excels at collecting an incredible amount of information about how visitors interact with the web and mobile properties of its users. This data provides marketers and analysts who know what they’re looking for with with an incredibly powerful platform to understand what’s working and what’s not. To those who aren’t sure what they’re looking for though, all of this information can be overwhelming and make it easy to take no action at all.

SiteApps enables businesses to get instantaneous, free recommendations on how to optimize their website based on their Google Analytics data. SiteApps’ technology runs hundreds of automated analyses on its customers’ web data to identify opportunities for improvement. Based on these tailored recommendations, SiteApps then enables businesses to install apps from their marketplace to help solve these problems.


One of SiteApps’ customers is a family-owned home furnishings designer that was having difficulty maintaining their eCommerce presence while still focusing on the day-to-day operations of their brick and mortar retail store.  Within minutes of signing up for SiteApps, they were able to identify dozens of opportunities for site optimization. By installing the apps that were recommended to them, they were able to create a compelling web presence that increased their conversion rate by 108% and led to 65% more time spent on site by its visitors.  This led to a substantial increase in revenue for the business simply by unlocking the power of their web analytics data.

Our business is completely based on data. It’s incredibly important to us that customers know - or learn - just how valuable their data is,” says Phillip Klien, co-founder of SiteApps. “We consider Google Analytics the foundation for our platform and use the results to help customers make the most of the data their website produces.”


SiteApps is free to try and takes a matter of minutes to set-up.  Give it a try today to see what you can uncover from your web analytics.


Posted by the Google Analytics team

Kapitall Uses Content Experiments To Drive A 44% Conversion Increase

Wednesday, January 16, 2013 | 10:55 AM

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Video game entrepreneur Gaspard de Dreuzy and financial technologist Serge Kreiker had a thought: why not use the gaming experience to break the traditional online investing mold? Their idea took hold and Wall Street firm Kapitall, Inc. was born in 2008. Based in New York, Kapitall now has 15 full-time employees providing a unique online investing platform and brokerage.

Kapitall has used Google Analytics Certified Partner Empirical Path since 2011 for analytics services on its JavaScript website. The complex implementation required custom JavaScript to allow for Google Analytics tracking within the trading interface as well as on landing pages. Empirical Path implemented Google Analytics tracking directly within the Kapitall interface so that decision makers could understand pivotal actions, such as how often brokerage accounts were being funded or where in the sign-up process potential investors were dropping out.

Challenge: Refining the landing page for maximum response 

Kapitall wanted to do more than simply capture data however; they also wanted to test the content of their landing page and then optimize it by targeting visitors with messages and options that would lead to conversions. Why was creating a truly effective landing page seen to be so critical? Kapitall’s gaming-style interface enlists traders to sign up for brokerage accounts and use the site to trade stocks or create practice portfolios. Every incremental sign-up is key to the company’s success.

Approach: Split testing to identify a winning landing page 

Kapitall understood that there was little point in making one-off ad hoc responses to analytics insights, or doing before-and-after comparisons that would inevitably be confounded by differences in the before and after audiences. Empirical Path recommended taking their analytics efforts to the next level with a closed-loop solution to eliminate complications and identify the best page version. 

The team proposed automated experiments to compare different versions of the landing page to see which performed best among a random sample of visitors. To accomplish this, Empirical Path first set Google Analytics’ Event Tracking and Custom Variables on brokerage accounts to distinguish current customers from traders. The team then designed Content Experiments in Google Analytics to understand which version of the landing page drove the greatest number of sign-ups.

Results: A new landing page with proven success

The outcomes from the test were illuminating, clearly identifying that the Angry Birds landing page was most effective. The winning version showed a dramatic increase in sign-ups of 44 percent and a 98 percent probability that this version would continue to beat the original. “Kapitall was impressed by how quickly Content Experiments was able to zero in on the Angry Birds version,” says Jim Snyder, principal at Empirical Path Consulting. “Having the ability  to quickly surface the best performing version directly resulted in attracting more investors at a faster rate, and that was a huge value-add to Kapitall.” Thanks to the split testing approach, Kapitall possesses valuable insights into the perfect blend of messaging and creative elements to optimize the page. With the strongest version now implemented, Kapitall is able to realize the true power of its online real estate. 

View the entire case study as a PDF here.

Posted by the Google Analytics Team

10 Google Analytics Resolutions for 2013

Friday, January 11, 2013 | 10:33 AM

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The following is a guest post from Michael Loban, CMO of InfoTrust a Google Analytics Certified Partner and Google Analytics Premium Reseller based in Cincinnati, OH.

New Year’s is the ideal time for making resolutions (that we keep until the second week of January). To avoid this cliché, I decided to actually wait until the second week of January to put together my resolutions/ideas/tactics for taking Google Analytics in 2013 to the next level.
1. Address your data phobia. Maybe it is a little bit extreme to say that a lot of digital marketers have an extreme fear of web analytics data, but it is safe to assume that data is what often causes migraines. Staring at pie charts, graphs and percentages until you know what you are looking for is the wrong way to start. The remedy for data phobia is simple – ignore the data you do not need to make a marketing decision. And always remember to align your Google Analytics configuration with your business goals.
2. Assign a monetary value to your goals even if you do not sell anything on your website. Each submitted form, played video, downloaded PDF is worth something. Otherwise, why did you put it on a site? It is not enough to say that you need to decrease your bounce rate by 5%. Equate the decrease in your bounce rate by 5% to the amount of money that you can make when those visitors submit completed “contact us” forms or other micro conversions. For example, work with the email marketing team to determine the value of each new email subscriber. If you get more people to join your email list then you will be able to sell more products via email marketing.

3. Not all marketing strategies are created equal. In order to turn a prospect into a customer you might have to engage in remarketing, email marketing and social media marketing. Use attribution modeling inside Google Analytics to examine how each marketing tactic contributes to a sale/conversion. Here is a blog post from the Google Analytics team on how to get started with attribution modeling. In 2012, Attribution Modeling was only available for Google Analytics Premium customers; in 2013 it will be available across all Google Analytics.

4. For some reason, social media measurement is something companies are still unsure about. It is difficult and complex, but you have to start somewhere. Why not start with Google Analytics Social Reports? This will help you track visitors that social media channels brought to your website, measure the value of those channels by tracking conversions and examine how your content is being shared across social networks. It feels good to say that last month, 10 people from Facebook who came to your website became your customers. Learn more about Social Reports
5. Tools are great, but great analysts are awesome. The true value of analytics is fully unlocked when you get to work on your data and turn it into something actionable. Make sure that you have a team (even if it is a team of 1) that knows how to analyze data to help you reach your marketing goals. 
6. If you begin to analyze your data, and realize that you do not have enough context to make a decision, get more data. Now, you can do a cost data import and Google Analytics will display how non-Google paid search campaigns perform and compare to your other marketing campaigns. Here is a how-to article from Google Analytics on Measuring Performance of Paid Campaigns.  
7. While we are on the subject of trying new things, Remarketing is something that I have promised myself to do more of. Remarketing is now available right inside Google Analytics. Here is a PDF document and a Webinar about Remarketing with Google Analytics. 

8. Mobile optimization is the most exciting digital opportunity for marketers in the coming year, according to new Econsultancy report. Since this is the case, mobile analytics will become more important than ever. Segmenting and understanding your mobile visitors will help you create a winning mobile experience that will lead to conversions and sales. In October, Google Analytics announced a public beta launch for mobile app analytics.

9. Begin measuring your analytics ROI. Time that you spend on collecting, reporting and analyzing data is not free – there is an opportunity cost. In order to prove the value of analytics inside your organization, begin measuring your Return on Analytics. When you accurately collect data, and properly analyze it, you are able to make accurate marketing decisions. Measure the impact of your analytics.

10. ACTION! This is a common phrase on any movie set. This should become a common phrase for everyone who uses Google Analytics. Turn your data into actionable marketing reports and smart dashboards that will help with the analysis. When you see true data analysis, you will want to scream ACTION! This means that the data and data analysis are so clear and crisp that you know exactly what needs to be done to reach your marketing objectives. Don’t settle for anything less. DATA, ANALYSIS, ACTION!
Happy New Year!

Extract Insights Across Datasets with SumAll

Tuesday, December 18, 2012 | 10:30 AM

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Businesses collect and rely on data that exists in silos across the web - from site analytics to inventory numbers, social media to sales data, there’s more important data available today than most are able to aggregate and analyze themselves.

SumAll is a connected data platform that enables business operators from companies of all sizes to visualize their mission-critical data through one centralized location.  Users of SumAll can extract insights across datasets by combining and analyzing the metrics that matter most to them.  “Put simply, our vision is to democratize information by making it beautiful, affordable and accessible to all.  In doing so, the visibility and insights that SumAll brings enables business operators to turn data into dollars,” says Catherine Gluckstein, President of SumAll.


One of SumAll’s customers was having a very difficult time making sense of his eCommerce, Google Analytics and social media data.  He knew there was a story to be told about how each was influencing the other, but being a small business owner, he lacked the resources to dive too far into them himself.  He decided to give SumAll a try and within a few minutes and even fewer clicks, was able to integrate all of his key data and view it in one uniform dashboard without having to work with his developers.

For the first time, he was able to see what was happening across his business and understand the relationship between his social media posts, web traffic and transactions.  This made him more comfortable continuing to invest his limited resources in social media because, for the first time, he could see that it was working.

SumAll integrates with all major components of the eCommerce ecosystem including payment processors, social platforms, shopping carts, online marketplaces and, of course, Google Analytics.  “It only took us about 6 weeks to complete our integration with Google Analytics, from concept to go live,” according to Catherine.  “After our customer completes the authentication and authorization process, we ingest their data into SumAll and normalize it to make it available to all SumAll applications across web, mobile and email.”

SumAll is free to try and is incredibly intuitive and straightforward to set-up.  Sign-Up today to break down the silos around your data and empower your business’ data-driven decisions today.


Posted by John Milinovich

John is a Developer Program Manager working to build the ecosystem around the Google Analytics APIs. In his spare time he likes to explore San Francisco and cheer loudly during UCLA games.