Monthly Archives: June 2014

Translating Business Goals to Analytics Goals

Analytics goals are the cornerstone of actionable measurement. But, as a business or an agency, how do you get there? How do you take your business goals and translate them into analytics goals that can be used to produce actionable insight that improve your business?
This post provides a framework you can use to translate your company’s business goals into analytics goals.

measuging a business goal

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Using Analytics to Plan Content

Many of us use analytics to measure the activity that has taken place on our site. We look at how a customer got from Point A to Point B. We follow what they read, how long they were on the site, where they traveled and where they came from. We use analytics to report on the process of converting a visitor into a customer. But analytics can do more than just report what happened – it can be used to inform future decisions and future site planning. Like the content you’re putting on that site.

time for new content

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Ecommerce Tracking in Universal Analytics

Sites upgrading to Universal Analytics have three choices for implementing Ecommerce tracking.

1. You can leave your tracking code as-is.
2. You can upgrade to Universal Analytics tracking.
3. You can upgrade to Enhanced Ecommerce for Google Analytics.

In this post, we look at the pros and cons of each choice and help you navigate the options to make the best decision for your Ecommerce site.

Ecommerce in hand

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Bringing Analytics to Your Digital Agency

You understand the importance of using analytics to inform business decisions. If you didn’t, you wouldn’t be reading this. Maybe you’re the person responsible for passing on key insights to your executive team or you’re the pay per click specialist who A/B tests landing pages or the search engine optimization professional looking at page speed to help you diagnose technical issues. Whatever your position or job title, you are someone who believes in analytics.

Digital Agency Workers doing web analytics

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Upgrading to Universal Analytics

Today, your audience accesses your website from multiple devices – desktops, tablets, phones, game devices and maybe even other consoles. With so many new user touchpoints, the measurement challenge for marketers has grown. We need to understand user behavior across these devices.

Google’s upgrade to Analytics addresses these challenges. This post describes why you should upgrade and how to do it effectively, even if you have a complex site with lots of custom tracking code.

Google Universal Analytics

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