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July 7, 2014 Guide to Understanding Web Analytics1
A BEGINNER’S GUIDE TO
UNDERSTANDING WEB ANALYTICS
By
Barbara Tucker

INTRODUCTIONINTRODUCTION
One of the huge advantages of marketing using the Internet is theOne of the huge advantages of marketing using the Internet is the
availability of vast quantities of data to help us measure how we areavailability of vast quantities of data to help us measure how we are
doing. A whole new science has emerged around the measurement ofdoing. A whole new science has emerged around the measurement of
the data generated on the Internet – this science is called Web Analytics.the data generated on the Internet – this science is called Web Analytics.
At first blush, the whole world of web analytics is overwhelming - especiallyAt first blush, the whole world of web analytics is overwhelming - especially
for small businesses without significant financial resources or an ITfor small businesses without significant financial resources or an IT
department. Where does one start? What should we be measuring? Howdepartment. Where does one start? What should we be measuring? How
do we get the data and what tools should we be using? How do wedo we get the data and what tools should we be using? How do we
make sense of it all? And most importantly, how will it help us makemake sense of it all? And most importantly, how will it help us make
better decisions?better decisions?
This beginner’s guide is intended to help sort it all out by examining what toThis beginner’s guide is intended to help sort it all out by examining what to
measure and why, and what sorts of tools are out there to get youmeasure and why, and what sorts of tools are out there to get you
started.started.

WHAT TO MEASURE AND WHYWHAT TO MEASURE AND WHY
Avinash Kaushik is the author of two well-known books on web analyticsAvinash Kaushik is the author of two well-known books on web analytics
and is well-known in the analytics world as Google’s “Analyticsand is well-known in the analytics world as Google’s “Analytics
Evangelist”. Kaushik tells us that data should be in the service of drivingEvangelist”. Kaushik tells us that data should be in the service of driving
action. Data by itself only gives us raw numbers which more than likelyaction. Data by itself only gives us raw numbers which more than likely
prompt us into asking more questions. But data alone does not give usprompt us into asking more questions. But data alone does not give us
the answers to those questions or the insights we need to make decisions.the answers to those questions or the insights we need to make decisions.
That being said, how do you choose what to focus on so you know whatThat being said, how do you choose what to focus on so you know what
actions to take? The answer lies in going back to business basics.actions to take? The answer lies in going back to business basics.
Knowing what data to measure, track, and analyze requires a deepKnowing what data to measure, track, and analyze requires a deep
understanding of your business, what drives it, and your businessunderstanding of your business, what drives it, and your business
objectives and goals.objectives and goals.
In his popular blog, Occam’s Razor, Kaushik wrote about a model heIn his popular blog, Occam’s Razor, Kaushik wrote about a model he
developed for guiding our thinking in how we go about web analytics.developed for guiding our thinking in how we go about web analytics.

Kaushik’s Digital Marketing & Measurement ModelKaushik’s Digital Marketing & Measurement Model
The DMMM is a 5 step process intended to clarify theThe DMMM is a 5 step process intended to clarify the
purpose of your web analytics effortspurpose of your web analytics efforts
Step 1: Identify business objectives (should beStep 1: Identify business objectives (should be DDoable,oable,
UnderstandableUnderstandable,, MManageable, andanageable, and BBeneficial oreneficial or
DUMB!)DUMB!)
Step 2: Identify crisp goals for each objectiveStep 2: Identify crisp goals for each objective
Step 3: Identify the KPI’s (Key Performance Indicators)Step 3: Identify the KPI’s (Key Performance Indicators)
for each goalfor each goal
Step 4: Identify targets for each KPIStep 4: Identify targets for each KPI
Step 5: Identify the segments of people/ behaviour/Step 5: Identify the segments of people/ behaviour/
outcomes to analyze and understand success oroutcomes to analyze and understand success or
failurefailure

Here’s a sample of what a DMMM might look like:Here’s a sample of what a DMMM might look like:
ABC COMPANY
Create
awareness
Generate leads Highlight events
Reinforce
offline / online
advertising
Capture
leads
(email /
contact)
Provide
information
and
resources
Engage community via
local events
Branded traffic Conversion:
e-newsletter
sign-up
# of
downloads
Visitor loyalty
7K visits / mo 45 / mo 150 / mo 50% repeat visits
Traffic source
Converted visits
Traffic
sources
Site Tools
Used
Document
type
Geography
1 visit, 2 visits, 3 visits, etc.
Objectives
Goals
KPI’s
Target
Segments

In developing objectives, goals and KPI’s, it is important to focus on theIn developing objectives, goals and KPI’s, it is important to focus on the
complete customer journey and answer the following questions for each:complete customer journey and answer the following questions for each:
AcquisitionAcquisition
•How do you acquireHow do you acquire
traffic?traffic?
•Are you covering allAre you covering all
media? i.e. earned,media? i.e. earned,
owned, and paidowned, and paid
•How you prioritizeHow you prioritize
these?these?
•Where are youWhere are you
spending most of yourspending most of your
efforts?efforts?
BehaviourBehaviour
•What behaviour doWhat behaviour do
you expect whenyou expect when
people arrive?people arrive?
•What pages shouldWhat pages should
they see/ videos shouldthey see/ videos should
they watch?they watch?
•How often shouldHow often should
they visit?they visit?
•What actions shouldWhat actions should
they take?they take?
OutcomesOutcomes
•What outcomes signifyWhat outcomes signify
value delivered to thevalue delivered to the
business – online andbusiness – online and
offline?offline?
• e.g. a download, ae.g. a download, a
purchase, sign-up for apurchase, sign-up for a
newsletter, a 10%newsletter, a 10%
increase in brandincrease in brand
perception?perception?
TWO THINGS TO REMEMBER WHEN BUILDING YOUR DMMM!

AND!AND!
Consider both ‘owned’ and ‘rented’ channelsConsider both ‘owned’ and ‘rented’ channels
 ““Owned” channels are your website, mobile, desktop, blog,Owned” channels are your website, mobile, desktop, blog,
forums, etc.forums, etc.
 ““Rented” channels are your social existences such as:Rented” channels are your social existences such as:
Facebook, YouTube, Pinterest, Instagram, etc.Facebook, YouTube, Pinterest, Instagram, etc.
 Need to do both of these well.Need to do both of these well. Own
Rent
Facebook
YouTube
Instagram
Your website
(desktop and
mobile)+Success =

TempDesktopDesktop
So, how many should we choose and which ones?So, how many should we choose and which ones?
There is an infinite choice of metrics available but it would be impossible toThere is an infinite choice of metrics available but it would be impossible to
track everything, so it is important to choose a few that are reallytrack everything, so it is important to choose a few that are really
critical. Kaushik recommends choosing two metrics for each ofcritical. Kaushik recommends choosing two metrics for each of
acquisition, behaviour, and outcomes and, within each of those, foracquisition, behaviour, and outcomes and, within each of those, for
owned (desktop and mobile) and rented (permanent and temporary)owned (desktop and mobile) and rented (permanent and temporary)
digital properties. That is a total of 24 metrics.digital properties. That is a total of 24 metrics.
ACQUISITION BEHAVIOUR OUTCOMES
OWN OWN OWNRENT RENT RENT
MobileMobilePermMobile
TempDesktop
Perm Perm
Temp

This is how it looks in table form with the specific metrics he recommends forThis is how it looks in table form with the specific metrics he recommends for
each category:each category:
So, how many should we choose and which ones?So, how many should we choose and which ones?
Source:

Another framework for choosing metricsAnother framework for choosing metrics
Eric Peterson is another well-known author and expert in the web analyticsEric Peterson is another well-known author and expert in the web analytics
field. He recommends choosing metrics based on their business modelfield. He recommends choosing metrics based on their business model
and has identified four different online business models:and has identified four different online business models:
1)1) Online commerceOnline commerce – a website that sells products, services, or– a website that sells products, services, or
informationinformation
2)2) AdvertisingAdvertising – a website that attracts users with content and earns– a website that attracts users with content and earns
revenue by delivering advertising to which users will hopefully respondrevenue by delivering advertising to which users will hopefully respond
3)3) Lead generationLead generation – a website that attracts users with information– a website that attracts users with information
about a product or a business in an attempt to gather contactabout a product or a business in an attempt to gather contact
information about the visitorinformation about the visitor
4)4) Customer supportCustomer support – a website designed to answer questions visitors– a website designed to answer questions visitors
may have about a product or service without having to call. Usuallymay have about a product or service without having to call. Usually
part of one of the other types of websites, but worth trackingpart of one of the other types of websites, but worth tracking
separately.separately.
The specific metrics he recommends for each business model are outlined asThe specific metrics he recommends for each business model are outlined as
follows:follows:

Key Performance Indicators by Business ModelKey Performance Indicators by Business Model
Online CommerceOnline Commerce
 Bounce rateBounce rate
 # visits & # page views# visits & # page views
 % new to returning visitors% new to returning visitors
 % new visitors% new visitors
 % returning visitors% returning visitors
 Key conversion rates (alongKey conversion rates (along
conversion funnel)conversion funnel)
 Sales per visitorSales per visitor
 Average order valueAverage order value
 % visits under 90 seconds% visits under 90 seconds
 New/repeat customer conversionNew/repeat customer conversion
ratesrates
 Customer retention rateCustomer retention rate
 Referring domainsReferring domains
 Search keywords and phrases thatSearch keywords and phrases that
drive traffic to youdrive traffic to you
Source:

AdvertisingAdvertising
 # of visits & # page views# of visits & # page views
 Ratio of new to return visitorsRatio of new to return visitors
 Search keywords and phrasesSearch keywords and phrases
 % of visits under 90 seconds% of visits under 90 seconds
 Avg. pages viewed per visitorAvg. pages viewed per visitor
 Avg. # of visits per visitorAvg. # of visits per visitor
 Avg. time on siteAvg. time on site
 Key conversion ratesKey conversion rates
 Top entry pagesTop entry pages Source:

Lead GenerationLead Generation
 # page views# page views
 Ratio of new to returning visitorsRatio of new to returning visitors
 Search keywords & phrasesSearch keywords & phrases
 Top entry pages and contentTop entry pages and content
 Lead conversion rateLead conversion rate
 Top pages/content requested byTop pages/content requested by
new visitorsnew visitors
Source:

Customer SupportCustomer Support
 # page views# page views
 Search keywords & phrasesSearch keywords & phrases
 % visits under 90 seconds% visits under 90 seconds
 Top entry pages and contentTop entry pages and content
 ““Information find” conversionInformation find” conversion
raterate
 Top pages/content requested byTop pages/content requested by
new visitorsnew visitors
Source:

Some general adviceSome general advice
Whichever way you choose to go in designing your web analytics program,Whichever way you choose to go in designing your web analytics program,
here are some tips from the pros:here are some tips from the pros:
 Don’t spend millions, but start somewhere. Small is best and don’t bite offDon’t spend millions, but start somewhere. Small is best and don’t bite off
more than you can chew.more than you can chew.
 Follow the 10/90 rule: for every $100 you spend on analytics, $10 shouldFollow the 10/90 rule: for every $100 you spend on analytics, $10 should
be spent on the tool and $90 should be spent on the people.be spent on the tool and $90 should be spent on the people.
 Experiment and focus on continuous improvement of your offering.Experiment and focus on continuous improvement of your offering.
 Get the right data to the right people at the right time – this is all aboutGet the right data to the right people at the right time – this is all about
defining and entrenching a process. Also, real time data is sexy, but candefining and entrenching a process. Also, real time data is sexy, but can
decisions really be made that quickly?decisions really be made that quickly?
 Reporting is not analysis – 80% of an analyst’s time should be spent onReporting is not analysis – 80% of an analyst’s time should be spent on
extracting information from the raw data so it makes sense and isextracting information from the raw data so it makes sense and is
actionable.actionable.
 Avoid the data quality trap! Don’t spend time or money perfecting theAvoid the data quality trap! Don’t spend time or money perfecting the
data – you can’t do it. Experiment as you go and the quality will getdata – you can’t do it. Experiment as you go and the quality will get
better over time.better over time.

WEB ANALYTICS TOOLSWEB ANALYTICS TOOLS
Now that you have some insight into what you are going to measure, it isNow that you have some insight into what you are going to measure, it is
time to turn to the selection of the appropriate web analytics tools. Liketime to turn to the selection of the appropriate web analytics tools. Like
everything else to do with the Internet, the choice is staggering and ofeverything else to do with the Internet, the choice is staggering and of
course constantly changing. As a result, it’s important to take the time tocourse constantly changing. As a result, it’s important to take the time to
determine which tool is right for you.determine which tool is right for you.
That being said, it is a daunting task to try and wade through the manyThat being said, it is a daunting task to try and wade through the many
options. The tool you choose will depend on:options. The tool you choose will depend on:
 Your organization – are you big or small; established or new?Your organization – are you big or small; established or new?
 Your budget – both financial and human resourcesYour budget – both financial and human resources
 Your level of sophistication – are you new to analytics or veryYour level of sophistication – are you new to analytics or very
experienced?experienced?
 What data are you attempting to capture?What data are you attempting to capture?

Some simple factsSome simple facts
Data is obtained from different sources:Data is obtained from different sources:
 Log file analysis – every action taken by a user is recorded in the log filesLog file analysis – every action taken by a user is recorded in the log files
on a web server and can be analyzedon a web server and can be analyzed
 Page tag analysis – the browser executes JavaScript code embedded in aPage tag analysis – the browser executes JavaScript code embedded in a
website when a user takes certain action(s). This information is used bywebsite when a user takes certain action(s). This information is used by
the tracking software.the tracking software.
 Pixel tracking – is used to track email campaigns; a 1x1 pixel is loadedPixel tracking – is used to track email campaigns; a 1x1 pixel is loaded
when images are loaded.when images are loaded.
There are advantages and disadvantages to each of these methods butThere are advantages and disadvantages to each of these methods but
together they can provide a rich picture. This means that no one tool istogether they can provide a rich picture. This means that no one tool is
king (or queen!), so you may need more than one to meet all of yourking (or queen!), so you may need more than one to meet all of your
needs.needs.
There is a wide range of tools available and there are many free optionsThere is a wide range of tools available and there are many free options
available which is ideal for small businesses, start-ups, non-profits andavailable which is ideal for small businesses, start-ups, non-profits and
basically anyone who doesn’t have a large budget.basically anyone who doesn’t have a large budget.

We have to talkWe have to talk
about Googleabout Google
Analytics!Analytics!
Google Analytics is by far the most widely used web analytics tool with overGoogle Analytics is by far the most widely used web analytics tool with over
50% of the top websites in the world using it as their main analytics tool.50% of the top websites in the world using it as their main analytics tool.
It is one of the simplest and most robust web analytics offerings and is aIt is one of the simplest and most robust web analytics offerings and is a
free service, although Google has introduce some services which are notfree service, although Google has introduce some services which are not
through Google Premium.through Google Premium.
It is well-known for its ease of use which makes it ideal for small business.It is well-known for its ease of use which makes it ideal for small business.
Its main features are: (seeIts main features are: (see www.google.ca/analytics/features/www.google.ca/analytics/features/))
Advertising and Campaign PerformanceAdvertising and Campaign Performance
 Analysis & TestingAnalysis & Testing
 Audience Characteristics and BehaviourAudience Characteristics and Behaviour
 Cross-device and cross-platform MeasurementCross-device and cross-platform Measurement
 Data Collection and ManagementData Collection and Management
 Mobile Apps AnalyticsMobile Apps Analytics
 Integrations with other Google products like Adsense, AdWords, etc.Integrations with other Google products like Adsense, AdWords, etc.

Back to the Analytics Evangelist!Back to the Analytics Evangelist!
To help determine the best analytics tools out there, we once again turn to:To help determine the best analytics tools out there, we once again turn to:
Avinash Kaushik – the Analytics Evangelist who defines web analytics as notAvinash Kaushik – the Analytics Evangelist who defines web analytics as not
just clickstream analysis but ‘the analysis of qualitative and quantitativejust clickstream analysis but ‘the analysis of qualitative and quantitative
data from your website and the competition, to drive a continualdata from your website and the competition, to drive a continual
improvement of the online experience of your customers and prospects,improvement of the online experience of your customers and prospects,
which translates into desired outcomes.’which translates into desired outcomes.’
He breaks analytics down into layers as illustrated below:He breaks analytics down into layers as illustrated below:

Multiplicity is the key to successMultiplicity is the key to success
In Kaushik’s view, this meansIn Kaushik’s view, this means
that companies require morethat companies require more
than one single all-than one single all-
encompassing tool toencompassing tool to
understand the performanceunderstand the performance
of its web properties, theof its web properties, the
happiness of customers, andhappiness of customers, and
competitive andcompetitive and
environmental factors.environmental factors.
The following graphic identifiesThe following graphic identifies
the tools he recommends forthe tools he recommends for
each stage of analysis:each stage of analysis:

Clickstream Analysis – the WhatClickstream Analysis – the What
Clickstream data is the largest source of data you will collectClickstream data is the largest source of data you will collect
Three clickstream tools are recommended:Three clickstream tools are recommended:
 Yahoo! Web AnalyticsYahoo! Web Analytics (free)(free)
 Google AnalyticsGoogle Analytics (free)(free)
 PiwikPiwik
These tools are so comprehensive that they will meet virtually anyThese tools are so comprehensive that they will meet virtually any
company’s needs.company’s needs.
Other sources of clickstream data:Other sources of clickstream data:
 from RSS feeds, tryfrom RSS feeds, try FeedburnerFeedburner
 from mobile, tryfrom mobile, try Percent Mobile
 for SEO analytics, usefor SEO analytics, use Google WebmasterGoogle Webmaster oror Bing WebmasterBing Webmaster toolstools

Outcomes Analysis – the How MuchOutcomes Analysis – the How Much
Tools for measuring outcomes – analysis of macro conversions (main goalsTools for measuring outcomes – analysis of macro conversions (main goals
such as purchase) and micro conversions (actions taken before a macrosuch as purchase) and micro conversions (actions taken before a macro
conversion):conversion):
 Yahoo! Web AnalyticsYahoo! Web Analytics
 Google AnalyticsGoogle Analytics
 PiwikPiwik
 4Q4Q (task completion)(task completion)
 Share of SearchShare of Search (Insights for Search)(Insights for Search)
To track data from offline connections with customers: (e.g. phone call)To track data from offline connections with customers: (e.g. phone call)
 Mongoose MetricsMongoose Metrics
 IfbyphoneIfbyphone
If you offer live chat:If you offer live chat:
 LivePersonLivePerson

Experimentation & Testing – the WhyExperimentation & Testing – the Why
Tools that help you experiment and test to optimize your web properties:Tools that help you experiment and test to optimize your web properties:
 Google Website OptimizerGoogle Website Optimizer
 OptimizelyOptimizely - very easy to use- very easy to use
 AdWords Campaign Experiments by GoogleAdWords Campaign Experiments by Google – to optimize paid search– to optimize paid search

Voice of Customer – the Why (II)Voice of Customer – the Why (II)
Clickstream analysis does not give us the complete customer picture. SomeClickstream analysis does not give us the complete customer picture. Some
qualitative tools are required.qualitative tools are required.
Online surveysOnline surveys provide great insights:provide great insights:
 4Q by iPerceptions4Q by iPerceptions - a site level survey (4-6 short questions on exit)- a site level survey (4-6 short questions on exit)
 KISSinsightsKISSinsights – a page level survey (one question)– a page level survey (one question)
The key to their success is their ability to asking a few pertinent questions toThe key to their success is their ability to asking a few pertinent questions to
get powerful results.get powerful results.
Usability studiesUsability studies::
 UserTesting.comUserTesting.com
 Loop11.comLoop11.com
Both are relatively inexpensive compared to in-person studiesBoth are relatively inexpensive compared to in-person studies
Single Page Optimization:Single Page Optimization:
 Concept FeedbackConcept Feedback – collects feedback about a single page from either– collects feedback about a single page from either
the public, current customers, or a Design/Marketing expertthe public, current customers, or a Design/Marketing expert

Competitive Intelligence – the What ElseCompetitive Intelligence – the What Else
Several tools are available for competitive and environmental analysisSeveral tools are available for competitive and environmental analysis
CompeteCompete – data about US visitors to any website– data about US visitors to any website
Trends for WebsitesTrends for Websites – visitor data worldwide for websites in any part of the– visitor data worldwide for websites in any part of the
worldworld
Insights for SearchInsights for Search – to analyze industries, share of search, emerging trends,– to analyze industries, share of search, emerging trends,
and where to do offline advertisingand where to do offline advertising
AdWords Keyword ToolAdWords Keyword Tool – helps to refine SEO strategy; finds user-typed long– helps to refine SEO strategy; finds user-typed long
tail queries for PPCtail queries for PPC
DoubleClick Ad PlannerDoubleClick Ad Planner – provides demographic and psychographic– provides demographic and psychographic
analysis for any website or even the whole Internet; able to cross-analysis for any website or even the whole Internet; able to cross-
correlate user attributes with search behaviour. Tremendously helpful tocorrelate user attributes with search behaviour. Tremendously helpful to
ad planning.ad planning.

Other Recommendations on Web AnalyticsOther Recommendations on Web Analytics
ToolTool
There are as many recommendations on web analytics tools as there areThere are as many recommendations on web analytics tools as there are
web analysts. The recommendations of Avinash Kaushik are highlightedweb analysts. The recommendations of Avinash Kaushik are highlighted
because he is so widely regarded in the field and his Web 2.0 frameworkbecause he is so widely regarded in the field and his Web 2.0 framework
for categorizing tools made sense.for categorizing tools made sense.
There are however, many top 10, 20, 30 etc. lists out there. Here are theThere are however, many top 10, 20, 30 etc. lists out there. Here are the
links to a few that might be useful. You will see that many of the samelinks to a few that might be useful. You will see that many of the same
names appear on these lists.names appear on these lists.
www.web-analytics-review.toptenreviews.comwww.web-analytics-review.toptenreviews.com
www.adpushup.com/blog/web-analytics-tools-google-analytics-alternativeswww.adpushup.com/blog/web-analytics-tools-google-analytics-alternatives
www.aboutanalytics.comwww.aboutanalytics.com
www.inc.com/guides/12/2010/11-best-web-analytics-toolswww.inc.com/guides/12/2010/11-best-web-analytics-tools
www.sparringmind.com/best-web-analyticswww.sparringmind.com/best-web-analytics
www.searchenginejournal.com/10-great-social-web-analytics-tools/90629www.searchenginejournal.com/10-great-social-web-analytics-tools/90629
www.searchengineland.com/web-analytics-software-comparison-www.searchengineland.com/web-analytics-software-comparison-
identifying-the-right-web-analytics-tools-for-your-business-149373identifying-the-right-web-analytics-tools-for-your-business-149373

ReferencesReferences
Stokes, R. (2011). Stokes, R. (2011). E-marketing: The essential guide to digital marketingE-marketing: The essential guide to digital marketing. (4th ed.).. (4th ed.).
Quirk (Pty) Ltd. Retrieved from http://www.quirk.biz/emarketingtextbook/Quirk (Pty) Ltd. Retrieved from http://www.quirk.biz/emarketingtextbook/
Kaushik, A. (2007, Sept. 14).Kaushik, A. (2007, Sept. 14). Successful Web Analytics ApproachesSuccessful Web Analytics Approaches [Video file].[Video file].
Retrieved from http://www.youtube.com/watch?v=bpDxGrSqA-ERetrieved from http://www.youtube.com/watch?v=bpDxGrSqA-E
Kaushik, A. (2014, March 25).Kaushik, A. (2014, March 25). Best Metrics for Digital Marketing: Rock Your Own andBest Metrics for Digital Marketing: Rock Your Own and
Rent StrategiesRent Strategies [Web log post]. Retrieved from[Web log post]. Retrieved from
http://www.kaushik.net/avinash/best-web-metrics-digital-marketing-own-rent-http://www.kaushik.net/avinash/best-web-metrics-digital-marketing-own-rent-
strategies/strategies/
Kaushik, A. (n.d.).Kaushik, A. (n.d.). Digital Marketing & Measurement ModelDigital Marketing & Measurement Model [Web log post].[Web log post].
Retrieved from http://www.kaushik.net/avinash/digital-marketing-and-Retrieved from http://www.kaushik.net/avinash/digital-marketing-and-
measurement-model/measurement-model/
Kaushik, A. (2013, July 22).Kaushik, A. (2013, July 22). See-Think-Do: A Content, Marketing, MeasurementSee-Think-Do: A Content, Marketing, Measurement
Business FrameworkBusiness Framework [Web log post]. Retrieved from[Web log post]. Retrieved from
http://www.kaushik.net/avinash/see-think-do-content-marketing-measurement-http://www.kaushik.net/avinash/see-think-do-content-marketing-measurement-
business-framework/business-framework/
Peterson, E.T. (2004)Peterson, E.T. (2004) Web Analytics Demystified: A Marketer’s Guide toWeb Analytics Demystified: A Marketer’s Guide to
Understanding How your Web Site Affects Your BusinessUnderstanding How your Web Site Affects Your Business. Celilo Group Media and. Celilo Group Media and
CafePress.CafePress.
Fitzgerald, Dara. (n.d.)Fitzgerald, Dara. (n.d.) Identifying Macro and Micro ConversionsIdentifying Macro and Micro Conversions [Web log post].[Web log post].
Retrieved from http://www.freshegg.com/blog/google/analytics-and-Retrieved from http://www.freshegg.com/blog/google/analytics-and-
conversion/identifying-macro-micro-conversionsconversion/identifying-macro-micro-conversions

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