Monthly Archives: July 2014

Dangers of Shortened URLs for Analytics

Shortened URL services like are incredibly convenient, right? They allow you to take an unwieldy, lengthy (and let’s face it – ugly) URL and transform it into a short, manageable URL with just the click of a button. You can even view quick stats to learn how many clicks your shortened URL received.
Sweet, right? Not really.
What many marketers and social media experts don’t realize is that major problems can occur from mindlessly shortening URLs to share on social media. You’re impacting the central data for your website in Google Analytics, which is much more important (and telling) than any one-off analytics data you’ll receive from that URL shortener.

dangers of url shorteners

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Sharing Google Analytics Reports with Your Organization

You know the importance of data for making good business decisions. But, even the best analysis of the best data can only help your organization if the decision makers are using it. Good data left untouched is worse than collecting no data at all. Unfortunately, this is often the case when the people in your organization who need data the most aren’t getting it. They might not even be aware it exists.
Since we know our decision makers likely aren’t logging into Google Analytics regularly to check on website performance metrics, it is our job to package that data and deliver it to them in a useful and easily-accessible format.
In this post, we look at some of the features Google Analytics provides for sharing reports with your organization, as well as additional tools for reporting.

sharing google analytics data

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Tips for Cross-Domain Tracking in Google Analytics

As data-driven professionals, we want to use actionable data to guide the marketing decisions we make every day. We understand that making decisions based on insight, not gut feeling, helps us better align our sites with the needs and wants of our customers.
However, this is only true when the data used to guide these decisions has been collected correctly. Acting on faulty data can be worse than acting on no data at all, as it allows us to make assumptions about user activity and website performance that are not true.
While Google Analytics provides a fairly simple setup process for basic sites, there are a number of backend settings that need to be tweaked to properly track more complex setups. One of the most common problems encountered in Google Analytics is not properly tracking across different domains or subdomains.

cross domain tracking people

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Implementing Analytics with Google Tag Manager

You know you could be getting more insight from Google Analytics, but adding code to your website to track conversions and other statistics seems like a daunting task. Thanks to Google Tag Manager, it doesn’t have to be! Google Tag Manager exists to make analytics implementation easier, allowing you to add or update your website tags without having to involve your very-busy IT or development department. An easy process means a greater ability to track new campaigns and to collect the data you need.
This post introduces Google Tag Manager and explains how it can be used to ease the burden of managing tracking code, and to get more insight from Google Analytics.

implementing analytics with google tag manager

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Tracking Offline Marketing in Google Analytics

When people think of analytics reporting, many immediately think of the Web. They think about tracking users, measuring online promotions and quantifying reader engagement with their site. And that makes sense! After all Google Analytics was built to show you what happened on your website. But online advertising isn’t the only way users find your site, and Google Analytics can help you track all user activity, whether it originated via an email campaign or a direct mail piece.

getting the mail

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