the analytics alphabet…
75 man hours
14,654 words written
If you’re using analytics, you should at least be aware of
all these features and tips
For regular users of analytics who want to get that little
bit more into the detail
Key insights for the direct response marketer – taking
conversion analysis that little bit further
metrics / KPIs
goals / conversions
Should always have two analytics profiles (Views) setup for any website
1) Completely un-touched (no filters)
2) One with company IPs filtered out
100% data capture
Prevent internal visits from skewing
site performance and decision making
• If you have a website, like an
industry blog, which has a high % of
new visitors you have to review why
it’s so high, because ideally you
would want returning visitors to
• If you have an Ecommerce
website with a low % of new
visitors but you’re not generating
enough sales revenue, you should
assess you traffic sources and
campaigns to see how you can drive
more new visitors.
Test different versions of landing pages (up to 5) to
improve performance in a controlled environment.
In an experiment you can control:
• the % of visitors who visit your test page(s) vs.
• objective of the test – goal / ecommerce /
• test duration
• traffic sources entered into the experiment
(controlled by the URL).
Comparisons give you context:
• look at the same data point over two time periods
• look at 2 data points in parallel
…to understand if the trends you are seeing are replicated across all metrics on your
Data segmentation can provide reasons:
• identify which traffic source / campaign / keyword / device caused a shift
conversion (goal) paths
Useful views for interpretation include:
• Looking at how often different traffic source
• Find out:
• How many visits come from the same source
• Which traffic sources drive more first visits or
• Discovering what keywords tend to overlap with
another traffic source or with other keywords
(either before or after each other).
model comparison tool
Last interaction – any last action visit to the site (any source can be credited)
– the default setting.
Last non-direct click - any last action visit to the site, except if the last action
was a direct visit. This is useful if you believe direct visits wouldn’t have
happened without other digital channel support.
Last Adwords click – when the last action was an Adwords click (useful to
compare against last action to understand the % of last clicks which were via
First Interaction – any first action visit to the site (any source can be
credited). This is useful if you’re running awareness driving campaigns and want
to attribute credit for this effort.
Linear – all actions in the user journey are given equal credit for the
conversion. This is useful if you believe each touch point in a user journey is